Hornsby (pictured), who has 10 years of insight and brand strategy experience across the US, Europe and China including co-leading Flamingo New York, will be TRIPTK’s chief executive officer.

The agency will cover areas including consumer, cultural and category market intelligence, trend understanding, innovation, ideation and brand strategy. It will bring together a team of researchers, strategists, semioticians, futurists and designers.

Paul Marobella, chairman and CEO, Havas Creative, US, said: “Our goal is to break tradition of what it means to be a creative network focused on partnering with today’s modern CMO by developing and activating strategies in an ever-changing consumer culture.

“This insights offering takes our client strategies to new heights and puts more value on the qualitatively rooted skill-set of problem solving, storytelling and interpretation.”

Hornsby added: “My team travels the world with cameras and pens observing people and environments to understand cultural dynamics and breakthrough, undiscovered opportunities for brands.

“The name TRIPTK came about because we were inspired by the ‘rule of three’ – a universal phenomenon that speaks to the hidden patterns of human culture and psychology and is a guiding force in design.”