The new company will focus on creating campaigns based on insights derived from emotion technology.

Dennis Urbaniak, chief digital officer at Havas Health & You, will lead the new company in addition to his current position, and Allison Ceraso, managing director of Havas Life New York, will take on the role of president and chief experience officer.

The new agency will be organised into practices, bringing together creative, content, sensory design and user experience. Bam Zahraie will head up digital innovation and data analysis, while Todd Kolm will oversee the in-house digital outcomes lab, which will drive product development through prototyping.

Donna Murphy, global chief executive of Havas Health & You, said: “This new agency model embraces an agile work process that’s become necessary in a new era of health and wellness. The convergence of technology, data and creativity has obliterated traditional barriers.”