Insurance specialist strategic marketing agency brandformula has today announced the launch of its latest venture, the creation of a new trading company brandformula Consulting Limited. The business will offer a consultancy-led approach to helping its clients throughout Europe and the Middle East, develop knowledge, understanding & insight for developing propositions at both a geographic and Market-wide level and for specific products & services.

The business will be headed by Antoine Guérin, who up until his recent departure was Country Head, France at consultancy group Mactavish. Antoine Guérin has been appointed as managing director of the new company, with Martin Wiggins and Mark Huxley of brandformula joining him on the board as chairman and director respectively.

Speaking of the new venture, Martin Wiggins said “We are delighted to have been able to launch this new business with Antoine. We have extensive firsthand experience of his work, which has always been of the highest order and we are sure that his market knowledge will help expand our overall offering enormously. With Antoine we will be looking to build our footprint not just in the UK, where he will work with the existing team, but particularly in France and then Europe more widely over time.”

Speaking of his new role Antoine Guérin added “With people of the calibre of Martin Wiggins, Mark Huxley, Jonathan Harradine and Declan O’Brien already in brandformula, I am very excited by this opportunity to add further to their pool of expertise and help establish a genuinely new alternative for prospective clients who are looking to gain the real knowledge and insight they require to successfully develop profitable new markets, products and services.”

The business launched on 8th January 2014 and operates from brandformula’s London office.