DTZ Retail and Baskerville House-creative agency Madisonsoho have agreed a new partnership deal.

Under the initiative DTZ’s five-strong UK and European retail marketing team form a new division within Madisonsoho while continuing to work with existing DTZ clients and regularly working in-house at DTZ.

Eileen Connolly, who heads the team and who joins Madisonsoho as managing director of the new strategic division, said: “Given the turbulent nature of the market at the moment, this is an innovative solution which allows us to build on our existing strengths and provide clients with even more innovative marketing services.”

Mike Friday, business manager for DTZ Retail, said: “Retail marketing is a niche service and as a result, we have decided that outsourcing it is the most cost effective and efficient way of ensuring that our clients have access to the best retail marketing support. We already have an established affiliation with Madisonsoho and with Eileen and the team joining them we are confident that we will be able to provide existing and new clients with an enhanced service, without jeopardising delivery, continuity or quality.”

John White, CEO of Madisonsoho, added: “Jointly, we think we’ll be able to provide a perfect combination of fresh strategic thinking and innovative creative work which will be unique in the industry”.