Proximity/BBDO unveils in-house digital consultancy

The venture, Proximity Deploy, will be headed by Thorsten Nolte (pictured), who left his position as regional managing director of MEC's digital division to take on his new role.

Proximity Deploy is similar to OgilvyOne's Neo@Ogilvy division, managing each aspect of brands' digital campaigns with one centralised team.

Proximity has launched the unit in Singapore, Malaysia and the Philippines and plans to extend the service to each market throughout Asia-Pacific next year. Among its clients is Nestlé in the Philippines, which enlisted Proximity Deploy to manage its media planning and buying business, and Pepsi, which will use the unit for some of its projects.

According to Proximity's regional managing director Richard Fraser, the launch bolsters the agency's digital focus and reach throughout the region.

"This alliance is strategically significant giving us end-to- end control of the communication spectrum," he said in a release. "It guarantees our strategic vision is precisely delivered and our creative work is activated to deliver optimal results. This is the model our clients want."