Woo, which opens its doors this week, will be situated in WCRS's Golden Square offices, but will function as an independent outfit, able to take accounts that seemingly conflict with business held by its parent agency.
Woo's founders are: Nick Presley, the ex-creative director and managing partner of Triangle; Karen Evans, the ex-managing partner of Closer (Billington Cartmell's experiential marketing division), and Bharat Parmar, the former business director at Claydon Heeley Jones Mason.
Presley said: "Experiential marketing is becoming an essential part of how brands interact with consumers.
"Woo is in a position to answer below-the-line briefs in a much more objective way."
Since it regained independence from Havas in 2003, WCRS has quickly built up its credentials as a communications group by launching a direct and a digital agency (Personal and Meme), a branded content and sponsorship company (Huge) and a strategic brand consultancy (Dave). It also launched a communications strategy arm with Naked, called Element.