LONDON—Weber Shandwick has launched Creative Capital, a new UK consultancy specializing in the creation of brand capital.

Creative Capital was developed in collaboration with Andrew Marsden, former marketing director at Britvic and a past president of the Marketing Society. Weber Shandwick EMEA chief innovation officer Ben Padfield will head up Creative Capital with Marsden taking on the chairman’s role. Joining them are Simon Esberger, commercial director of group buying website Incahoot and former marketing director of Häagen-Dazs, and Anoushka Feiler, former marketing director at Red Bull.

“We believe that the highest form of engagement happens when a consumer is so moved by an ideahe or she is willing and eager to pay for it,” says Padfield. “Ideas that deliver engagement and a revenue stream promise marketers more firepower from their spend; that’s the Creative Capital mission.”

Adds Marsden: “Every marketing director knows only too well that putting together any multi-disciplinary brand activity of this nature is usually painful and costly. Creative Capital has under one roof an extraordinary array of specialist communications and senior client talent making the intriguing idea of building self-funding and long term brand capital a reality for the first time.”