Annalect will house 300 staff from across Omnicom’s Media Group divisions, including those involved in media analytics, business intelligence, tools and dashboard systems, econometric modelling and search.

PHD USA chief Scott Hagedorn (pictured) has been tasked with running the new company (with Andrew McLean moving across from rival Group M to replace him at PHD).

His leadership team includes Omnicom Media Group (OMG) executives Damian Blackden as international president, Tony LoFrumento as CMO and Steve Katelman as director of global partnerships.

The Annalect business will be split into four areas, each with its own head:

• Matt Spiegel, the former leader of OMG Digital, will run the digital marketplaces area;
• Joe Masucci, OMD’s head of business intelligence, will lead analytics;
• The platform division, which deals with app development, infrastructure and data management, will be headed by Dean McRobie, formerly of Omnicom agency Organic; and
• Former WPP global digital executive Ilana Nolte will be responsible for client delivery.

Hagedorn said: “Social spaces, earned media, digital channels, new marketplaces – the concept of media has gone through a revolution, creating an imperative for re-inventing the fundamentals.”