Former Frasers Group chief marketing officer, Beckie Stanion has co-founded ‘Problem Child’, a new creative business with the backing of global advertising network Amplify.

Having left the historic retailer earlier this year amid a marketing restructure, Stanion has joined forces with former Frasers Group head of PR and talent, Carmen Walker to set up the joint venture.

Describing the agency as a “special projects collective”, Problem Child’s majority backer is Amplify – but it will still operate as a fully independent business.

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Stanion will take up the chief executive role at the new agency, while Walker is set to become its inaugural partnerships director. Problem Child has so far not disclosed any of its clients.

Stanion said: “Problem Child will tackle the briefs brands have been struggling to solve, as well as the briefs that have not yet been articulated. We offer consultancy or the ability to execute with a bespoke team of experts or agencies.

“Whether it’s re-energising a brand, planning a disruptive launch, unlocking a tricky audience or creating a meaningful collaboration, Problem Child plans to deliver strategic roadmaps and end-to-end solutions for the most challenging briefs. Problem Child is a partner when you’re not sure which way to turn.”