Former Cohn & Wolfe head of marketing and publicity Jonathan Edwards has joined the board to head up the agency's new offering, which targets not-for-profit and public sector clients.
Edwards said: 'There are a lot of agencies saying they are putting public sector and not-for-profit teams together, but they do not have any collateral in this sector. We sent out a questionnaire to Clarion employees and found there was already experience there.
'The idea is we are taking my experience of working on corporate and consumer accounts and using them in this new arena.'
He added: 'There are very few agencies out there doing this properly. So we think there is a gap in the market for us to do better.'
Since leaving Cohn and Wolfe in 2003, Edwards has freelanced as an independent consultant working for clients including Joseph Rowntree Charitable Trust and DrugScope.
At Clarion, he heads up a team of five existing Clarion staff, and is not seeking to appoint any new staff members at the moment.
Clarion CEO Gary Freemantle said: 'As an agency we believe we are well placed to use the creative consumer PR skills we have developed over the past 20 years.
'We will use the experience for our private sector clients to run innovative and creative campaigns for not-for-profit and public sector organisations,' he added.