Seventy Seven Salon is designed to take on projects for small brands across a range of sectors and offer them senior counsel and media relations support for launches and new products or services.
The agency has committed to taking on up to four start-up clients each year for the new division, with the intension to expand the offering over time.
Salon clients will get the same treatment as any other in the agency and in some cases may go on to become full fee-paying clients once the PR start-up funds have been spent.
Alan Twigg, managing partner at Seventy Seven, said: ‘It might take us into areas we aren't currently in, but it's about the excitement of working on start-ups in a wide range of sectors and learning from all the challenges that this kind of work and entrepreneurial spirit throws at you.’
The division launched with its first client, after-school club for 8- to 16-year-olds, The School of Comedy, which has been made into a successful TV series aired on E4 and Channel 4.
The series discovered young British actor, Will Poulter, who has appeared in Son of Rambow and the Narnia films.
The agency has also taken on ‘matter’, a UK-based, fashion and accessories tradeshow committed to showcasing brands on an equal opportunity.
The show will take place in east London in July 2011.