Amp comprises the creative partner, Simon Haselhurst, an ex-creative director at Claydon Heeley; the managing partner, Ben McCormack, its group business director until last year; and the planning partner, Craig Harries, who was at WCRS as the planning director on Churchill Insurance and BMW until he left in December.
Haselhurst and McCormack both worked on the Callaway Golf account when it was at Claydon Heeley, up until its move to Y&R Worldwide three years ago.
They won the business for Amp at the beginning of February, and will launch a new campaign across 16 European markets later this year. It will feature press, online and ambient elements.
The agency, which will offer integrated communications, has also hired Tim Shepherd, formerly of Sharpen Troughton Owens Response, where he was the head of digital. Shepherd will head Amp's digital offering.
McCormack said: "One core aim is to deliver campaigns that are embraced across the client's company rather than just to consumers."