LONDON--Octopus Group is launching a new standalone agency brand as it searches for a more "radical" approach to its consumer PR efforts.

The independent firm, best known for its prowess in technology and B2B PR, has unveiled Union Street,  which will effectively house its existing consumer PR resources.

Octopus MD Jon Lonsdale told the Holmes Report that the rebranding was borne out of "frustration" with the firm's continued identification as a technology PR specialist.

"We felt we needed to do something a little bit more radical," said Lonsdale. "Octopus is known for tech and B2B and we were frustrated at not being on consumer pitch lists."

Union Street launches with six staffers who move over from Octopus, including head of consumer Juliet Cameron. Existing Octopus consumer clients, including BMW and HotUKDeals, will move across to the new brand alongside new launch clients That’s Not Fair and Flavrbox.

Lonsdale added that Union Street will aim to provide simple, channel-neutral consumer ideas. "Consumer land is so fragmented and so multi-channel and so confusing, we felt it needed a little simplicity."

The new agency will tap into Octopus' existing insight and planning capabilities, and attempt to represent the view of the 'man on the street'.  “There so much new stuff out there that many brand managers and marketeers are struggling to make sense of what to do, what channels to use and which agency to work with on what," said Cameron.