Launched at the start of 2025 by Ian Jenkins, formerly head of insight and strategy at 4media group, Human Instinct offers qualitative and quantitative insights and works with clients including US retail media platform Koddi Inc.

The minority shareholding will allow Hound to offer strategic planning and insight services to its clients, which include Vodafone, Associated British Foods and Purplebricks. 

Hound, a team of PR professionals and former journalists, said it will also be able to offer greater strategic counsel to its clients through the partnership with Human Instinct. 

New services will include strategic management consulting, integrated campaign development and market analysis utilising Human Instinct’s market research capabilities.

The financial terms were not disclosed. 

David Cotgreave, founder of Hound Global, said: "Hound’s partnership with Human Instinct strengthens the proposition of both agencies and will benefit the clients we work with. 

“Combining a specialist strategy and insight offering with Hound’s expertise in earned media execution, brings us a step closer to realising our goal of delivering a comprehensive integrated growth service through a group of commonly owned specialist agencies.”

Ian Jenkins, founder and chief executive, Human Instinct, said: "We look forward to working closely with the Hound Global team to deliver innovative ideas and thinking that, in an increasingly AI-driven environment, will be the nexus where data, insight, and wisdom meet."