Called Agency Assessments North, the Edinburgh-based office will be run by former BSkyB head of airtime sales and marketing Andy Crummey. It will attempt to attract new business covering the regions.
Crummey’s brief is to attract clients, advertising firms and PR agencies outside London, with special emphasis on the larger commercial centres such as Birmingham, Leeds and Manchester.
A spokesman from the company’s six-strong London office confirmed that Crummey would not be taking business out of the capital.
As part of the company’s work – which covers advertisers with budgets ranging from £1m to £65m – PR needs are regularly identified as part of the pitch process, as opposed to clients specifically seeking a PR agency, according to the spokesman.
AAI chair David Wethey has already opened offices in Ireland, Singapore and Australia this year.
He said: ‘We have always handled agency selection and relationship management assignments out of London, but opening an office specifically dedicated to the North of England and Scotland enables us to offer an enhanced level of service to clients.’