Entire’s Ian Stockley will serve as managing director of the new agency, with Mark Robinson, managing director of MDB, becoming managing partner.

Indicia says it will have “customer intelligence at its heart”, alongside a focus on multi-channel marketing and database solutions. The firm also incorporates MarketingReality and E-customermetrics, two new divisions launched in 2008 to focus on analytics and econometric modelling.

Two new roles have been created on the Indicia board, with former Entire managing partner Julie Atherton appointed planning director and Liz Childerley joining as commercial director. Childerley has been brought in to spearhead Indicia’s new business strategy, having previously worked at Ogilvy Worldwide, WWAV Rapp Collins and Archibald Ingall Stretton.

Ian Stockley said: “This merger allows Entire and MDB’s combined experience, processes and proprietary tools to help brands truly develop the understanding they need to make deep connections, start conversations and build long lasting, profitable customer relationships”.

Clients of Entire and MDB that will continue to work with Indicia include Tourism Ireland, Littlewoods, Britannia, Fat Face and Sainsbury’s Bank.