The service will bring together behavioural science expertise from across the Unlimited group of agencies, including Walnut Unlimited and Realise Unlimited.

It is led by Walnut’s Andy Myers, Cristina Balanzo and Chris Bland, and Realise joint managing director Stephen Welch, and comprises 120 staff.

The Human Understanding Lab will support work across the group’s four divisions: marketing (TMW Unlimited); communications (Fever Unlimited, Health Unlimited and Nelson Bostock Unlimited); insight and analytics (Walnut Unlimited and Realise Unlimited); and digital (Splendid Unlimited).

Its services will include identifying new market opportunities, techniques to assess motivation and customer journeys, and a set of communication effectiveness tools.

At the start of this year, the group combined three of its agencies into one, bringing CRM company Prophecy and B2B business DirectionGroup into TMW Unlimited; an additional restructure following its reorganisation into seven disciplines two years ago.

In 2017, Unlimited merged ICM Direct, ICM Unlimited and Marketing Sciences Unlimited under the Walnut Unlimited brand name. 

Tim Hassett, chief executive, Unlimited, said: “With human understanding at the heart of the divisions, behaviour-led insight is now completely hard-wired into our processes and integral to powering our clients’ performance. The formation of our divisions has grown organically through client conversations around simplifying our offering to enable them to access our talent and expertise more easily.”