Led by Edelman’s global chief data & analytics officer, Yannis Kotziagkiaouridis, the division will house and manage Edelman’s research, data, analytics and machine learning services.

It replaces the agency’s research and analytics consultancy, Edeman Intelligence.

DxI will combine Edelman’s 350 staff working in research, data science and engineering, machine learning and performance marketing across 15 countries.

Richard Edelman, chief executive, Edelman, said: “By bringing together teams across research, analytics, performance and paid marketing, and increasing our technology investment, we have removed the silos and built systems that are allowing for real innovation.”