The move comes a month after Blue Rubicon launched a consumer brand agency offshoot called Surname & Surname in an attempt to occupy the 'middle ground' between creative ideas agencies and strategic powerhouses.
Life has been developed to focus on clients in the consumer health and well-being, beauty, parenting, household, food and nutrition sectors. Play aims to specialise in lifestyle and leisure, which include drinks, sport, travel, home entertainment and telecoms.
The aim of diversifying is to offer clients ‘greater depth’ as Red aims to make both Life and Play ‘top 30 agencies in their own right’.
Red chief executive Mike Morgan said: ‘Life and Play will meet the new needs of clients by adding greater depth of audience insight, sector expertise and strategic planning.
‘It also gives us the opportunity to provide the scale needed for major campaigns, as Life and Play will be top 30 agencies in their own right.’
Two consumer directors have been promoted to head the differing services. Emily Morgan will lead Life as its MD, reporting to group MD Amanda Duncan. Isobel Coney is promoted to the equivalent role for Play, reporting to group MD Andrew Baiden. The agency has also given previous deputy MD of consumer brands Ed Staples the role of planning director to support the fresh approach.
The consumer arm of Red’s setup continues to be its biggest money generator, with revenue in 2011 reaching more than £7m out of the agency’s total of £12m. It lists clients that include McDonald’s, Samsung, Johnson & Johnson, Boots, Carling and Coca-Cola.