Banana Kick will specialise in the sports and leisure sectors.

Mr McCall said: "We created Banana Kick in response to the pressure on consumer spending in sports and leisure, and the recognition that companies operating in that market are increasingly looking for more creative ways to attract and keep customers. Over the years Nick and I have worked on some of the biggest sport and leisure brands in the UK, and as a result we believe that Banana Kick's offering is unique in its sector – cutting edge campaigns that are as creative as they are commercial. We're committed to making sure that every piece of work delivers benefits to our clients' bottom lines."

As managing director and client services director, the pair worked together at Poulters for more than 10 years. Both exited the agency earlier this year following its takeover two years ago by the Wakefield-based Bezier Group – Mr McCall leaving in February and Mr Goring in June.

Bezier has since announced that it is axing Poulters, affecting around 42 jobs.

Both Mr McCall and Mr Goring have previously worked on major national campaigns for clients including Manchester United, Spirit Group, William Hill, Meadowhall, Pepsi and Sport England. The new agency will be based in Leeds, but will service clients across the UK.