The new digital division will be spearheaded by Rich Benson, who was head of social media at online PR agency Score Communications before leaving to act as a consultant for Johnson & Johnson and Unilever. Benson will lead an initial team of four.
The agency aims to turn the digital practice into a £1m fee-earning division within three years.
'We've spent a long time thinking about what clients want from agencies in this sector, which is evolving second by second,' said Launch Group chief executive Johnny Pitt.
Clients already signed up to the new venture include Butlins and BP, which are both looking to step up their online presence.
The Launch Group won BP's entire PR brief for its UK fuels business last year (PRWeek, 25 October 2007). The agency had worked on a series of consumer projects for the fuel giant over the past five years, but was handed an extended brief including B2B and events work.
The agency snared former Revolver MD Trudi Smith as its group account director the following month. Smith is working across the agency's consumer and lifestyle business, particularly on the BP, Butlins and Coors Light accounts (PRWeek, 15 November 2007).
Launch Group was formed in 2001 and operates with a 'project mindset' rather than retainer clients.