Three leading hospitality agencies, Torch, Foodsmiths and Blackfin, will merge to create new brand OMNE.
OMNE will work as the strategic and creative partner to some of the world's best food, beverage and hospitality brands, with clients including McCain, Marston's, Arla Foods and Bidfood.
The combined agency will continue to create work powered by insight and greater focus on disruptive demand generation. This includes the launch of a new sales promotion and incentives platform with eCRM capabilities.
The chief executive of OMNE, Michael Gividen, stated: "Expertise really is everything in the sectors in which we operate. They are sectors which are developing and changing at an ever-increasing pace so leveraging our combined expertise as one agency on a much bigger scale both secures and extends our unrivalled reputation."
Managing director Chris Davies, added: "All three agencies have complementary skill sets across strategy, creative and sales promotion. Combining these will help us completely redefine the value an agency can bring to its clients and provides a strong platform for our growth both here in the UK and internationally."
Further members of the management team include strategy director, Anna Massey; creative director, Tim Read; client services director, Rebecca Lewis-Stanton; and sales promotion director Lisa White.