Wigley (pictured) will be responsible for leading Merkle’s analytics practice, which was created in 2019 from the merger of the firm’s digital and customer analytics businesses.

Before taking up his new role, Wigley spent eight years at Dentsu, most recently as managing director – data and technology.

Merkle’s analytics practice will also expand Olly Walker’s role to work with Tracie Kambie, global analytics lead at Merkle, and Nick McCarthy, Europe, Middle East and Africa alliances lead at Merkle, on the company’s global partnership strategy for analytics, including its work with Google.

Walker will remain head of commercial and strategy, a recently created role at Merkle, and will also lead the firm’s analytics consultancy teams. He will dually report to Kambie and Wigley.

Anne Stagg, UK chief executive at Merkle, said: “Dan’s long-standing commitment to Dentsu and his exceptional past performance make him the perfect fit to lead the UK team in delivering the next chapter in growth for the analytics practice.”