Fish Content will be based in Peterborough with Mike Barnes as Managing Director.
Mike has extensive experience in membership, having worked as a Marketing and Business Development Director for the Direct Marketing Association and British Eventing and as a consultant to several other clients in the sector.
The agency will be full service and will benefit from being part of the London based River Group by drawing on resource, widespread membership experience and buying power, says the company.
Nicola Murphy, CEO of the River Group, said: “I am very excited about this new venture, Mike brings a great knowledge and experience of both membership clients and agency operation and we want to maximise the choice and potential out there. We have a number of large membership clients in River and this will help to focus more on the sector and extend our reach to the mid -range and smaller organisations.”
Mike Barnes, MD of Fish, said: “I always felt there was a London versus regional choice when selecting an agency. This model allows the resources and people in the Capital to support an agile, flexible and cost-effective model in the regions. Membership organisations are very special and face their own internal challenges with similar needs. We get that and it’s what will make us different as a service provider.”