MMIXX has launched with the aim of being a “combination of strategic marketing consultancy and media neutral creative agency”.
Davies will work with partners David Walters, a former director of Clark Hooper Scotland and founder and creative director of Blue Chip Marketing, and Dr Mark Batey, an academic at Manchester Business School and consultant to companies including Unilever, Rolls Royce and Johnson & Johnson.
Davies says he aims to make MMIXX a “genuinely” integrated agency.
“Even the big groups are more like shopping malls of individual disciplines than properly integrated operations,” he says.
Davies left Molson Coors earlier this month after 13 years. The brewer has appointed David Preston, currently director of marketing, portfolio and innovation, on an interim basis until it finds a permanent replacement.
Davies co-led the development of the Campaign for Smarter Drinking, the £100m Government-backed coalition of alcohol manufacturers and retailers that aims to change young people’s attitudes to drunkenness.