The new Kinetic Futures group, which the firm describes as a “think tank” will explore the impact of changing consumer behaviour, “increasingly ubiquitous” technology and how ever-increasing amounts of data will affect communications and commerce.

Kinetic has appointed Jeremy O’Brien (pictured) as managing director and global futurist to lead the new unit. He has been with the firm since 2006 and served in a number of roles, including director of research and marketing, head of special projects and account manager.

Steve Ridley, the firm’s global CEO said: “Kinetic has always been a very forward-looking company, and it is a testament to our vision and success that we are dedicating ourselves to exploring the far future of our business. Jeremy’s unique global background and business experience makes him the logical choice to develop this asset in Kinetic’s global portfolio.”