The BMA Communications, Custard, Lighthouse, Mantra and Rainier brands are all disappearing into the new name.
The new outfit was due to be launched as PRWeek went to press. Loewy said it would be divided into consumer, tech, business and corporate sectors and the individual agency brands would disappear.
Speed will be headed by Steve Earl and Stephen Waddington, formerly managing directors of Rainier PR.
PRWeek previously revealed that Loewy was considering merging Mantra and Rainier (PRWeek, 12 September 2008). Loewy would not confirm the move at the time, saying only it was ‘under consideration’.