Proximity Works has been established in a bid to make better use of capacity and deliver cost savings. The division will handle all of Proximity London's campaigns and will also offer e-mailing and call centre services. The agency creates a raft of campaigns in disciplines including direct mail and sales promotion.

"This isn't a procurement tie-up and marketing has gone mad with print management. This is about managing the whole production process," said Orchestra Group chief executive Brian Dickerson.

Both parties have collaborated on projects for clients such as BBC TV Licensing in the past eight years.

The new partnership will initially focus on direct mail and Proximity London will continue to use some of its current suppliers. "The alliance is more than just ink on paper. By incorporating services such as e-mail and SMS we have taken it to the next step," said Proximity London chief operating officer Derek Bagnall.

He added that the strategy would give the agency more control over its creative work and will offer clients a faster service.

"Print management has very much come to the fore and it is an area we could not ignore. It is why we have gone down this route and extended the print service for clients," said Bagnall.

The tie-up follows the Orchestra Group's de-merger from TeCmail at the start of the year, due to cultural differences. But Dickerson added that business is "better than usual" and that the firm has "accelerated in the first quarter".

Orchestra Group was called Inchbrook until it was bought out by TeCmail two years ago (PrintWeek, 12 April 2002).

Story by Philip Chadwick