Shine Online is being run day-to-day by senior account director Lawrence Collis, who has been with Shine for almost five years.
Greg Jones, the agency's managing partner with overall responsibility for the division, said: 'We envisage this being a huge growth opportunity, both with existing clients and new business.' Jones said the launch was linked to the growing number of clients coming from the youth and music sectors. Such firms were, he said, 'finding online activity the most effective way of targeting the youth audience'.
Shine Online is providing internet media relations for AOL, Vodafone, Heinz and others; podcasting for Vodafone's 'TBA' gigs (PRWeek, 3 March); and blogging and viral activity for games maker Electronic Arts.
The agency has appointed a full-time 'blogging editor', Jonathan Hooley – formerly a freelancer – to promote Shine's clients and the agency itself.
Shine has also set up an integrated marketing arm called Brand Spanking. It is being run by managing partner Erika Hendrick.
The division offers services such as event management and guerrilla marketing. Clients in the division include Wall's, Sanex for Men and snack brand Phileas Fogg.
Hendrick is recruiting for someone to head sales promotion work.