The new venture, to be called Galileo, will get off the ground next year. It is currently recruiting for senior digital planners and creative staff.
Galileo will be headed by Ed Lecky-Thompson, previously head of digital at direct marketing agency Hicklin Slade & Partners
'In the current economic climate, brands are getting fussier,' he said. 'They want more bang for their buck. That call hasn't been answered.'
Lecky-Thompson said he was frustrated that agencies were coming up with brilliant creative campaigns, yet did not know how much money they were making for clients.
Galileo is hoping to gain digital marketing clients from 3 Monkeys' current client list. It will also be working with 3 Monkeys on social media and online PR campaigns.
Earlier this year, 3 Monkeys launched an offshoot called Challenger Brand PR (PR Week, 30 April) to deal with client conflicts.
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