The Kite Factory aims to help brands address marketing complexity through the move, and said it has launched the consultancy in response to growing client demand for strategic direction beyond traditional media planning and buying.

Led by managing partner Helen Radia and head of insight Charley Day (pictured), Ascend will offer support to clients to make better use of data and align their media spend with audience insight.

Radia and Day held senior marketing roles at WaterAid and Crisis before joining The Kite Factory.

The company said Ascend is not a ‘traditional consultancy’ and is designed to be agile and offer accessible strategic support for those brands and non-profits for whom large consultancy fees are out of reach.

Ascend will draw on The Kite Factory’s research tools, audience insight capabilities and industry partnerships. To date, the consultancy’s work has included projects with Barnardo’s and Maggie’s. 

Radia said: "We work closely with marketing teams every day and understand the pressures they’re under – juggling complex ecosystems, tightening budgets and evolving expectations."

She added that the new business offers a "flexible consultancy model".

James Smith, chief executive, The Kite Factory, said: "Ascend is built to work in the real world – supporting teams with thinking that’s smart, pragmatic and focused on outcomes."