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J. Walter Thompson (JWT) has announced the launch of MiNY, what it calls an all-inclusive advertising agency that specializes in beauty, fashion, luxury and lifestyle brands.

MiNY, which stands for ‘Made in New York’, has attracted experts in each of the four categories that it is looking to work with, and has specialized in brand positioning, research and analytics, and creative execution.

The specialist firm, made up of 12 staffers, has already worked with a set of clients that has included Guess, Coty, and Community Foundation Sonoma County. Although based in New York and named after the work ethic in the metropolis, J. Walter Thompson expects the offering to strengthen its presence throughout North America and the world.

Ignasi Puig has been named chief executive of the agency, and said: “Our mission is to help clients find the spark that ignites change and inspires innovative ideas. MiNY functions like a small and nimble startup but at the same time is able to tap into the data, research, digital and talent resources of the global JWT network.”

Tamara Ingram, J. Walter Thompson global chief added: “MiNY can avail themselves to JWT’s 200 offices and worldwide talent, so we can combine forces and offer our beauty and luxury clients unique solutions at a faster pace. Together, we can help our clients think smarter, braver and bolder, and expertly craft campaigns that will effectively turn our brands into icons. It’s a win-win for us and our clients.”

The launch of a new ad agency has come at a time when all eyes have been on WPP and how Mark Read chooses to follow up from his recent consolidation of VML and Y&R.