The agency’s business model is to work in partnership with clients using data and analytics, legacy research suppliers and new technology.

Brennan (pictured), said: "Sue and I have worked together on many projects. Our combination of experience and expertise will create wisdom and business advantage in an age of too much fragmented, and sometimes flawed, intelligence. We will bring a creative and commercial approach to a discipline perceived as technical and peripheral to real business issues."

Elms, added: "Clients are challenged to drive better business returns from their data and insight budgets, but they face big challenges.

"Insight, as a critical business tool, has been undermined by an obsession for easy metrics; silo resources and suppliers are focused on their own limited agendas versus integrating to drive business advantage; and finally, too often data fails to deliver real consumer insight and that insight fails to be driven into the business as commercial wisdom.  We aim to help our clients turn all of this around."

As well as 10 years at Kantar Millward Brown, Elms has worked for Dentsu Aegis and started her career working for advertising agencies. Brennan has worked in a number of media outlets during his career including Tyne-Tees Television, ITV and Flextech.