The offering is a standalone consultancy that will focus on sponsorships and partnerships in entertainment, sustainability, cause and sport, and has already netted work with Aviva and Carling.
Working with Hill+Knowlton Strategies' existing clients, Soho Partners will also be on the hunt for new business, with an emphasis on providing longer-term strategic planning than the traditional public relations role offers.
The team of six is headed up Ben Barker, formerly a sponsorship consultant at Hill+Knowlton Strategies, and Mark Webster, formerly managing director of Mindshare’s performance division.
They will report to Hill+Knowlton Stratgeies' EMEA and UK CEO, Richard Millar.
Barker, partnership director at Soho Partners, said: ‘What we’ve seen over the past couple of years is the onus moving away from ad agencies thinking they have the right to advise clients on longer-term strategic partnerships.
‘This move gives us a greater opportunity to move to a more strategic level, and the reason we set the offer up is that is what is being asked of us more and more regularly by our clients.’