Ninah uses statistical and econometric modelling techniques to analyse the effectiveness of marketing activities.

Hall, who was previously a director at Synovate’s Aztec data business, will be based between Melbourne and Sydney, and will serve the Australia and New Zealand markets.

As in other markets, Ninah will be working in some instances for its parent firm ZenithOptimedia, but expects the majority of its work to be with clients outside the business.

Hall said: “I am delighted to be joining Ninah, which has a strong global heritage in delivering marketing and communication efficiency improvements for leading companies including Nestlé, Diageo, Kraft, General Motors and Bank of America. I am very much looking forward to working with ZenithOptimedia to deliver these benefits to its clients in Australia.”

Ninah also has offices in the UK, US, India and Hong Kong.