Maxus said Lawson will have “wide ranging” responsibilities, including development of techniques, tools and consulting solutions for the agency’s global network and its clients.

“Much of his work will focus on strengthening Maxus’s ‘Relationship Media’ offering, a new media agency model powered by creative media thinking and sophisticated, real-time customer data,” the firm said in a statement.

Lawson will work closely with Nick Vale, the agency’s global planning director, as well as client leaders and data analysts in key Maxus offices around the world.

He comes to Maxus following a stint as head of insight at I-Level, the digital agency that was placed into administration in May. Prior to that he worked as director of analytics at media agency PHD in London.

At Maxus, Lawson will report to global CEO Kelly Clark and Lindsay Weedon, CEO of Maxus UK.

Clark said: “I’m very pleased to welcome Martin to the Maxus team. This is a new position for our agency and we’ve given him a very broad brief that I am confident he has the skills and personality to accomplish.”