Kinetic is expanding its in-house digital, design and creative planning resources with the launch of a dedicated creative division, called Fuel.

The launch of Fuel is a response to the increasing scope of Out of Home advertising including opportunities to integrate digital interactivity, dynamic displays, experiential and bespoke design into client brand campaigns.

Fuel will form a creative hub within Kinetic and operate across the agency, bringing together experts from across a broad range of existing disciplines including digital, mobile, experiential and strategic planning. Working in collaboration with the Kinetic planning team, Fuel will provide insight and opinion on emerging technologies and identify cross platform opportunities to amplify OOH campaigns.

Rebecca Bainbridge, who joined Kinetic in July, will lead the new division.