The new division will sit centrally within Unlimited Group, strengthening the group’s advanced data analytics offer and expanding data capabilities across its different businesses in CRM, PR, social and influencer marketing, B2B marketing, digital transformation, health and insight.

Established in 2007, Model Citizens works with brands in sectors including retail, print and broadcast media, telecommunications and financial services.

The acquisition follows Unlimited Group’s alliance with Hakuhodo and Serviceplan to expand its presence in major international markets.

The launch of Realise Unlimited is in line with the group’s planning methodology, Catalyst, which sits across the company’s various disciplines. 

Michael Richards, chief executive at Unlimited Group, said: “Advanced data analytics presents one of the most exciting opportunities in our industry and this acquisition gives us both the credibility and platform to super-charge our offering. With Realise Unlimited at the heart of our offering, we can now truly and forensically rip the lid off and turn our clients’ big data into even bigger profits for them.”

Stephen Welch, director of Realise Unlimited, added: “Myself and my co-founder, Ian Bobbett, are very proud to be joining the Unlimited Group as it presents us with the opportunity to be part of the bigger picture.”

Realise Unlimited will work closely with Walnut Unlimited, the group’s insight arm. Jane Rudling, managing director at Walnut Unlimited, said: “As the worlds of human understanding and advanced data analytics come together, both agencies will seek to unlock unlimited possibilities for new and existing clients.”