Cohn & Wolfe is the latest agency to form a division in response to the growth of the digital and new media industries.
Cohn & Wolfe Digital launches this week, with clients including Orange, TiVo, Virtual Visa and SKY WAP. It has a staff of 15, and is headed jointly by associate directors Saffron James and Ginni Arnold.
Arnold joined C&W in February 2000, from August.One Communictions. James was formerly with the corporate team, where she worked on the launch of Bluewater.
C&W has been building up the digital team with existing clients over the last year, but is now on the hunt for new client business.
The 'digital' handle was chosen above 'new media' or 'e-business' because it reflected the convergence of internet, WAP, gaming and other new technologies, according to Arnold.
James said: 'Within the digital arena, the lines between consumer, corporate and trade audiences are blurred, and clients need help from brand development and analyst relations to consumer launch.'
Both James and Saffron will report to deputy managing director Jonathan Shore.