Walker Media and Brann Worldwide are to formalise their joint media alliance with the creation of a new agency.
The acquisition of Brann by Havas last year had thrown the alliance into some doubt but the two agencies are now launching Walker Brann Direct Media (WBDM) to offer specialist direct marketing planning and buying.
The agency, backed jointly by Walker and Brann, will launch with a staff of ten. Marc Caulfield, former group media director at Brann Media, will run the agency as managing director. The board will also include Walker Media's founder Christine Walker and John Shaw, Brann's managing director, European agencies.
Caulfield has spent three years at Brann after spells at Ogilvy & Mather, MediaCom and Colleagues.
Walker and Brann initially joined up a year ago to work on joint projects.
The new agency will act as Walker's direct arm while servicing Brann clients and looking independently for business.
WBDM's clients include Carpetright and hirevolution.com. The agency plans to have offices in London and Circencester.
Caulfield said: 'Since the outset of our working relationship, direct marketing planning and buying revenue across the two agencies has soared. It became clear that the most effective way to develop and strengthen the relationship was through a formal joint venture which gives Walker Media direct media expertise and Brann greater buying scale.'