Ex-Lime trio set up Sense

Three founding partners of brand experience agency Lime have left to launch new company Sense.

Nick Adams, former managing director at Lime, has joined forces with business partners Bruce Gardner and Richard Adams to form the central London-based agency.

The move follows the merger of Publicis-owned agencies Lime and Arc Live in January, which saw the two divisions come together under the Triangle Group umbrella and relocate to Kensington.

"As subsidiaries of a larger group there is a corporate culture in terms of what you can do. We can now work with clients in the way they want and, in terms of the relationship, we're free to structure it the way they wish," said Adams.

The trio launched Sense last month with a campaign for yoghurt brand Muller Light. Sense produced a programme of targeted sampling in selected offices across the UK.

"We're going back to the roots of good marketing, concentrating on objectives, key issues and adding profits to the bottom-line. We want to bring to the client individual marketing know-how and strategic expertise," added Adams.

The agency will offer both quantitative and qualitative research and boasts its own return on investment model. It will provide sampling campaigns, road shows, events, in-store activities and 'brand theatre' experiences specialising in the FMCG sector. However, the team is looking to expand its client base. "We want to grow rapidly and are interested in working across different business sectors. FMCG will remain at the heart of what we do, but one of our objectives for year one is to broaden our offer," confirmed Adams.

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