The Socialyse team has a staff of 10, headed by Pilar Barrio (pictured), who joins from Aegis as head of social.

Campaigns will be built around insight from consumer data, and the team will employ “best of breed” technology and monitoring tools with social analysts to measure “the true impact of social activity”.

Self-storage firm Safestore is Socialyse’s first external client, by over the course of the year members of the team have also worked on social media campaigns for the likes of EDF, KLM and Magners.

Paul Frampton, managing director of MPG Media Contacts, said: “Social media has delivered a seismic shift in how people connect with each other and share information. Our mantra is to build social campaigns around powerful insights. We feel that analysis into human behaviour and appropriate measurement in social is lacking, which is where Socialyse comes in.”