The business – which provides consumer behaviour intelligence to the likes of American Express, Burger King and Coca-Cola – will become part of Havas Media which already offers cross-channel data analysis, econometrics, customer data strategy and web analytics in addition to its media planning and buying services.

Although the SCB brand will be maintained, the company will move into Havas Media’s London office and will report to Paul Frampton, managing director of Havas Media.

SCB Partners co-founder Tammy Smulders said: “The move into Havas Media Group allows us to extend our reach and better focus our efforts on growing the business and the agency.”