Honey has been set up by Dirk Singer, founder of social media agency Rabbit, Mark Terry-Lush, founder of Renegade, and Chris Adams of TCG. It will be chaired by Mark Adams, the co-founder of communications group Next 15.
From its headquarters in North Greenwich in London, Honey will work internationally with a particular focus on emerging markets. The agency plans to open outposts in the Middle East early next year and China in the next 12 months.
Honey’s initial focus is on the lifestyle, retail, sports, travel and media sectors. Its founders have delivered campaigns for brands such as ASICS Lifestyle, ASOS, Avis, BMI, Gatwick, MINI, North Face, Onitsuka Tiger, RAC and Under Armour.
Mark Adams, the chairman of the agency, said: "Agencies collaborate more than ever. We’ve all worked together closely for some time and decided we could do better as a single entity working formally under one brand.
"Social is more than just buzz and there’s a massive global opportunity for next-generation super brands to succeed by placing social at the heart of their marketing. We think there’s a £100m opportunity for an international socially led agency."