The new wing will use established methods as well as “progressive techniques” to measure levels of engagement and the potential of ads and campaigns to generate word of mouth.

McLintock said: “Effectiveness research is often just seen as a bolt-on function designed to retrospectively justify activity. What it should be seen as is an integral part of the campaign; just as much about looking forward as it is about looking back.”

The agency has worked on effectiveness studies for clients including MTV and Global Radio.