Semaphore London will focus on helping consumer and b2b brands disseminate their message "in the right channels, at the right time, for the right audience", its founders said.
The agency is geared to address the "fragmented" comms and media landscape by employing people from PR, advertising and the media. In addition to his work at Mother, Fay-Fright was a senior comms manager at D&AD and he comes from a creative production background.
Cole has worked at ad agency The Corner, where he was also business director, and has worked stints as a business director at Fallon and TMW.
Setting out the agency’s manifesto, Cole said: "We’re putting strategic PR thinking at the beginning of the creative process and ensuring that all the stuff we make – be it a PR campaign, a stunt, a book, a product launch or a film – is purpose built to work in modern media channels. It has to be newsworthy, it has to be useful and sharable, and made to a top standard – or we won’t put it out."