Marketing agency KLM has bucked the trend of outsourcing by launching its own contact centre at its Moseley headquarters.
The new operation - which has created 12 new jobs - will provide out-bound telemarketing and customer services support for some of the company's key clients including Diageo, Continental Tyres and Britvic.
Jon Derry, chairman, said: "Our marketing programmes often require structured telephone contact with our clients' customers.
"In the past, we've outsourced to contact centres around the country, but are delighted to be creating some new jobs in Birmingham."
The team handles Customer Relationship Marketing (CRM) programmes.
Mr Derry said the company believed it would offer better quality and better service by employing in-house staff rather than having the operation "one step removed."
In a separate move, the agency has also launched a training business - The Responsible Training Company - which will provide specialist training courses at a range of venues across the country.
The new business has trainers and support staff and will focus on the Licensed Trade, helping staff qualify for the National Certificate for Personal Licence Holders.