LONDON—Hill+Knowlton Strategies has joined forces with sponsorship and content specialist Kameleon to launch Soho Partners, a stand-alone consultancy seeking to provide a fresh approach to sponsorships and partnerships in entertainment, sustainability, cause and sport, with an emphasis on creating content-driven integrated campaigns.

Soho Partners will work with H+K Strategies’ existing clients as well as developing new business, and launches with two founding clients: Aviva and Carling. Soho Partners was responsible for the negotiation of the Aviva Premiership Rugby partnership and continues to consult, manage and evaluate Aviva’s UK sponsorship portfolio.

Ben Barker, formerly a sponsorship consultant at Hill+Knowlton Strategies, and Mark Webster, formerly managing director of Mindshare’s performance division, will lead the new venture, reporting into H+K Strategies EMEA and UK chief executive, Richard Millar.