Partnership set-up is the answer to Equation

A consultancy specialising in digital design, strategy, advertising and marketing launched last week under the name Equation.

The five-strong group was set up by three directors from Traffic, the new media division of ad agency Abbot Mead Vickers. It will act as lead consultant on projects, working with clients on strategy and acting as an umbrella group for other specialist consultancies.

Equation has set up informal relationships with 14 creative and technical groups across the communications sector. These include graphics group Myriad, multimedia and film consultancy DGP and multimedia group The Lucas Partnership, all from London, and New York Web consultancy Templar.

Groups will work together in different configurations under the Equation Group banner. The groups will then bill either Equation or the client.