Bartle Bogle Hegarty is to set up a separately branded media dependent called Motive Communications within days.
It is understood that the agency promised the move to NatWest during its pitch for the 25m centralised media account against CIA Medianetwork in January.
NatWest director of marketing Raoul Pinnell says: “Our financial remuneration is already separate from the remuneration on creative work. It would get over the possible problem of client conflict.”
Motive Communications will have billings of about 76m.