The unit, called GroupM Next, will support Maxus, MEC, Mediacom and Mindshare by providing original research on how consumers use new media platforms and what impact they have on brand marketing.

Chris Copeland, CEO of GroupM Search, will lead the unit as CEO while Cary Tilds, Mindshare’s leader of digital media operations in the US, will serve as chief innovation officer.

Copeland (pictured) said: “There are a number of companies that are transforming media and the way consumers and brands behave. These changes are of paramount importance to GroupM and its clients. It’s our job to provide unmatched competitive advantage for our clients with these partners, It’s the job of GroupM Next to assist our agencies and their clients in realising this opportunity.”