The former executive vice president at Relay Worldwide, Pete Kelly, has opened his own shop, situ8, an experiential marketing company.

Kelly, who holds the title of chief executive officer of situ8, left Relay Worldwide one month ago.

"In the experiential space there is as huge gap between creative solutions and actionable results,” he said in a release. “Our solutions will not be defined by traditional mediums, but by client and consumer need, no matter what the medium."

Kelly said he assisted in launching St. Louis-based J.C. Dolan & Associates in 1998, which was acquired by Relay just a few years after its inception.

Donald McGhie has been named executive creative director. McGhie was a creative director at Upshot Marketing, GMR Marketing, Saatchi & Saatchi X and, most recently, Ogilvy Action.

Situ8's services include experiential strategy, events, sponsorships, sports, guerilla marketing, Hispanic and mobile marketing.

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