The 20-strong agency will be jointly led by Claire Southeard and James Thomlinson, one of the winners of PRWeek's 29 under 29 competition (see page 18).
Bell Pottinger Private's CEO, James Henderson, said: 'With the boundaries between owned, earned and paid media being more blurred than ever, now is the ideal time for an agency such as this.
'We're setting ourselves apart from other agencies and providing clients with the attractive prospect of being able to plan and deliver full-service communications campaigns all under one roof.'
The digital offering has grown over the past two years from separate content and digital teams, before being pulled together under the Bell Pottinger Wired brand.
The venture will offer services such as website design, film production and social media management.
Thomlinson said: 'The word digital means many things to different people – often due to pointless and confusing jargon. Bell Pottinger Wired is about stripping back what the client is trying to achieve and finding the best ideas and channels to make it happen.'
Southeard, head of content and former MD of the Press Association’s broadcast consultancy, TNR, added: 'This demonstrates a convergence of disciplines and in launching Bell Pottinger Wired we have brought together years of experience and months of planning to package a new proposition for this digital environment in which we operate. Bell Pottinger Wired will get us there quicker than the rest and show the wider industry that PRs have their place in creative services.'
Watch the Bell Pottinger Wired team discuss it's new offering below.