London-based Rainey Kelly Campbell Roalfe, part of Young & Rubicam’s UK network, has launched 2.1, a new unit specialising in fast-reaction promotions such as dotcom, ambient and 'guerrilla advertising'.

Headed by a high profile pairing, the erstwhile OgilvyOne executives David Gamble and Simon Labbett, the new shop has also recruited a third partner, Mark Barnard, formerly a RKCR account director. The start-up will operate along similar lines to its transatlantic sister, 2.1 at Young & Rubicam New York, established last year to service the growth of dotcom business within the agency. The concept is likely to be rolled out within Y&R’s European network.

Gamble and Labbett say that RKCR has given them free rein to define and develop the start-up as they see fit. They aim to offer clients a comprehensive branding service based on their interactive experience.

News Source: CampaignLive (UK)