Network Direct goes live this month, providing a single point of contact for its UK and Ireland operations.
The agency is hoping the initiative will enable clients to maximise usage of its regional capabilities - which include three offices in Scotland and a further four covering Cardiff, Manchester, Belfast and Dublin.
Manchester MD Jo Leah and Scotland MD Nora Farrell will head Network Direct.
'Using our existing network means that we have the ability to tap into local media in a more targeted fashion,' said Farrell.
'There are more than 700 regional newspapers and more than 40 per cent of people who read regional newspapers don't read a national paper, which shows how important it is to use regional knowledge and get coverage in the local papers,' she added.