The move is part of a new strategy and operating model for M&C Saatchi, which is now operating through five specialist divisions.

Led by Chau (pictured) as chief executive, the consultancy aims to increase clients’ access to data and insights.

Chau previously led data strategy at Accenture Interactive, the managing consultancy’s digital agency arm, and will also assume the role of chief data officer for M&C Saatchi Group.

Brothers Mike and Tim Spencer, previously heads of intelligence and data insight respectively, have taken up the roles of chief operations officer and chief strategy officer.

According to M&C Saatchi, the new consultancy will use a ‘proprietary questioning framework’ and operate on a payment by results basis.

Founding clients include the United Nations and LMVH.

Moray MacLennan, chief executive of M&C Saatchi, said: “Data is a core capability fuelling M&C Saatchi’s commitment to navigate, create and lead meaningful change for our clients. The launch of Fluency will allow us to use data at even greater scale and speed across the group.”

Chau said the business would “remove data from the hands of just a few to connect audiences, brands, creativity, media and platforms” through “integrated insights”.