The new venture, called Ruby, will be led by Richard Megson and Matthew Davis, a creative team at CHI, and David Miller, a board director at Proximity. All three will be given equity in the business, with The Red Brick Road as majority shareholder.
Ruby will operate from The Red Brick Road's offices in Beak Street. It will offer services to the agency's existing clients, as well as aim to build its own roster of clients requiring specific expertise in direct marketing, digital, tracking and audience segmentation.
Paul Hammersley, the managing partner of The Red Brick Road, said: "We wanted to develop an offer which had the flexibility to meet the varying needs of both existing and future clients.
"The reality is some clients want an integrated offer, others need a specialist, but connected, offer and some want specialist, independent agency relationships. The combination of Ruby and The Red Brick Road will be able to meet all these requirements."
One year ago, The Red Brick Road began discussions to launch a sister shop. Richard Madden, the former planning director of Tequila\London, Mike Cornwell, the former chief executive of TBWA\GGT, and Simon Foster, the former managing director of PHD Confidential, had talks with the agency, but no agreement was reached.
Megson, Davis and Miller tendered their resignations this week and are scheduled to join in the new year.