The partnership gives Ogilvy & Mather (O&M) access to Compass, Marketshare’s outcomes-based analytics software tool.

Compass claims to provides “quick, scientific proof” of the effectiveness of a client’s marketing spend and can also be used for the ongoing allocation and optimisation of a marketing budget.

Dimitri Maex, head of O&M’s global data and anlytics practice said: “With the MSP partnership we will be able to provide our clients with an objective way to allocate their marketing budgets across geographies, segments, marketing tasks and media.”

Marketshare’s co-founder and CEO Wes Nichols (pictured) believes the deal will create “a compelling offering to Ogilvy’s clients to help them reach their business objectives”.