The company aims to put machine learning systems, algorithms and human insights to work spotting trends that brands can take advantage of before they become mainstream.

Make-up brand Clinique is the first client for the agency, which is founded and led by CEO Terry Young, former New York MD of digital and direct agency Rapp.

Young said: “I wanted to build an organisation that works at the speed of culture in our socially connected work and leverages the vast amounts of data – the oil of the information age – and uses that information to create real-time, culturally relevant creative experiences for brands.”