OS will be headed by Burson-Marsteller's former marcoms director Janet Salvoni and Simpson, who retains his role as Optimum Web MD.
Simpson claims the new company could cut clients' PR spend by as a much as a quarter, through eliminating 'pointless tasks that are carried out by agencies and in-house departments alike.'
OS will start with a six-strong team, which includes former Burger King comms head Sally Canty.
