Greenstone said the new addition to the group will trade as TCP Marketing Solutions and work closely with its data solutions and customer insights brands – the latter of which specialises in customer analysis, segmentation and profiling.

TCP founder Julian Berry remains as managing partner of the business. He said the deal with Greenstone provides “necessary development resources, scale and market presence”.

“Our offer to the market is entirely complementary through our joint belief that marketing should be led by science and data, rather than intuition,” said Berry.