The acquisition would be the first since Apiary Capital LLP acquired a majority stake in MediaSense three years ago and will add to the company’s scale and capabilities.

The transaction relates only to PwC’s UK Marketing & Media Owner business.

MediaSense said that following the acquisition, more than 50 staff would join the firm from PwC, including PwC partner Sam Tomlinson (pictured left), who will join the MediaSense management team as chief client officer.

Graham Brown (pictured right), chief executive at MediaSense, said: “This is an exciting development for MediaSense and an important step in our ambitious growth plans.

“The acquisition brings us a talented team with complementary skills, capabilities and experience, and an impressive portfolio of global clients.”

Tomlinson added: “We are very much looking forward to becoming part of MediaSense.

“Over a relatively short period they have become one of the pre-eminent and most respected operators in our field; we share the same values and have a common approach built to deliver exceptional service and value to our clients.”