The agreement expands globally an arrangement the two companies have in Europe, Middle East and Africa (Emea), with Local Planet operating in 85 markets worldwide.

Local Planet will use Glow’s agile end-to-end research technology to help run its human insights platform Local Planet Insight Engine.

Glow’s research technology includes tools such as bespoke audience insights across consumer behaviour and motivations, identifying category dynamics and measuring cross-channel marketing effects.

Neil Gupta, managing director in Emea at Glow, said: “The Local Planet team get how insights can be used to stimulate creativity and help build differentiated strategies.

“It’s been a pleasure working with their team and we are delighted to be extending the partnership to their global and international clients.”

Paul Wilson, chief strategy officer at Glow, said: “We’ve been working with Glow for more than a year and their ability to deliver fresh insights at pace has been instrumental in helping enrich our understanding of specific local audiences for clients and to win new business pitches.

“We've been impressed by Glow’s plug and play technology and the support they provide and believe developing Local Planet Insight Engine will help continue our growth.”