ATOM establishes new digital division

Advertising agency ATOM has launched a new digital division, headed up by former Impact Proximity regional account director Lee Brett.

The agency, whose clients include Grand Hyatt, Heineken and MMI, wants to combine its creative expertise with a strategic digital offering.

Brett, who is managing partner, said: "By bringing digital in-house we can offer the integrated approach to actively engage the individuals who interact with their brands. Also, from a creative perspective, ATOM now has a lot more control. Other digital agencies may have great programmers and great strategists but very few have an outstanding creative product. At ATOM Digital we have all three."

The online division has already produced work for brands including Absolut, Avis, Bacardi, Pedigree and Whiskas, alongside some pro-bono work.

Brett said ATOM Digital will stand apart from other digital agencies through "good client servicing and great creative with clear business benefits".

"As an agency we are an honest, informed and very experienced bunch of people," he said. "We understand the potential for

digital but we also recognise the limitations and value our integrity. If we don't think the solution is digital we don't force it."

After a spell in New York, Brett came to Dubai as regional account manager at Impact Proximity, working on brands such as Pepsi and Emirates. Earlier this year he joined Magna Media as general manager.

Of his arrival at ATOM Digital, he said: "I was fortunate enough to have the opportunity to join other worldwide networks but the chance to develop a hot shop with a great group of people won me over."

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