The practice, which has 16 staff, will aim to deliver a data-led service across the firm’s digital and analytics work for its clients through data-driven products, services and tools, improved campaign effectiveness and efficiency through data-driven tactics, and greater data growth, control, privacy, ethics and sustainability.

The data practice will complement MediaCom’s Google, social media and e-commerce practice, and will work with other parts of WPP and GroupM, as well as across MediaCom.

MediaCom’s Data Practice is led by Owain Wilson, head of data practice, Oliver Betts, head of growth, and Iulia Cioara, head of strategy. A head of product and partnerships is also being recruited.

The Data Practice will have four key areas of focus: people, solutions, product and partnerships.

The launch of the data practice follows MediaCom’s merger with Essence to form EssenceMediaCom, with the practice blending Essence’s digital and data-driven work with MediaCom’s scaled multi-channel, audience planning and strategic media skills.

Wilson said: “By bringing our expertise under one roof, we can ensure our clients are maximising their use of first-party data, and leveraging our new skills and capabilities across the whole customer journey to deliver against their business objectives.”

Kate Rowlinson, chief executive at MediaCom UK, said: “We’re incredibly excited to launch this industry-leading initiative to continue to drive our digital-first strategy and reputation – and I’m immensely proud of the team we have put together to lead this practice.

“As we head towards a more privacy-first and platform-centric world, it’s imperative we give our clients the tools they need to succeed by connecting all the dots and comfortably setting them up for a data-driven future.”