MediaCom North Group, based in Manchester, is leading the team, which will span 250 staff from across the company’s five UK offices.

The initiative will offer the various Google tools and services, including creative optimisation, programmatic, ad tech, paid and organic search, web analytics, user experience, first-party data and advanced analytics.

MediaCom is integrating brand experience specialist Code Computerlove, acquired in 2016, to the practice, to supply on-site user experience, analytics and optimisation.  

Google is planning to phase out third-party cookies by 2022.

Richard Davies, chief digital officer, MediaCom (pictured), said: “We wanted to create a community of digital experts and practitioners across the Google suite who are able to offer the very best in services, solutions and consultancy.”

Davies added that the move would help clients to “maximise their use of first-party data”.

Davies is leading the practice alongside Paul Cooper, chief operating officer at MediaCom North, Nicola Marsh, managing director, MediaCom North Group and Google practice UK, Louis Georgiou, managing director at Code and Kenny Skelton, partner and head of Google Practice.

Cooper added: “As we head towards a more privacy-first world, it’s imperative we give clients the tools they need to succeed by connecting all the dots and comfortably setting them up for a cookie-less future.”