The new agency will be one of the biggest outside of London with 200 people, and is part of the group’s strategy to build its post-Brexit presence outside London.

Prophecy Unlimited will offer clients insight, creativity, data and technology to preempt changes in customer behaviour.

Peter Brown, CEO of Prophecy Unlimited, said: “The changing nature of the consumer and client landscape led to our strong belief that we were best placed to deliver our ambition of providing seamless customer journeys, from acquisition to loyalty, by coming together to create a new type of agency with real scale and significance.”

Brown was previously EMO’s managing director. Matt Hardy, formerly digital director and joint managing director at The Real Adventure Unlimited, becomes chief technology officer, and Ian Bates, former creative director at The Real Adventure Unlimited becomes creative director of the new business.

Beth Pope, who had also been joint managing director at The Real Adventure Unlimited, is now chief client officer for Unlimited Group. She will work closely with Prophecy Unlimited on the Danone client relationship.

Tim Bonnet, chairman of the Unlimited Group, said: “The creation of Prophecy Unlimited sees two great agencies coming together to create a best-in-class offering that explores every aspect of a customer’s interaction with a brand. This, in many respects, is a perfect marriage of equals as both agencies over-achieved last year in a tough market.”