The new company was formed when software firm Infotools Australia, survey and panel management agency Plenari and online sample supplier Sampleworks pooled their resources. Their initial core brands will continue to operate under the Potentiate umbrella, the firm said in a statement.

Executive director Henry Cheang (pictured) said the new company would “leverage the advantages of all three” of its partners.

Potentiate, headquartered in Sydney, has already established a presence in Japan after striking a deal with full-service MR agency Carter Associates KK. Through this tie-up a joint venture called Potentiate Japan KK has been launched that will operate out of Carter’s Tokyo office.

Cheang said: “This is an important direction for Potentiate because Japan is the second-largest advertising market in the world and an Asian leader in new technology. Many major brands have their head office in Tokyo.”