Shoppercentric will boost Touchstone’s expertise in brand, category and shopper understanding, giving clients access to a wider team.

Jamie Rayner (pictured) – who has previously worked at Shoppercentric and most recently been senior insight manager at Imperial Brands – has been recruited as a director partner to lead the acquisition.

He also takes on the position of managing director of Shoppercentric from Danielle Pinnington, who set up Shoppercentric in 2004. Pinnington will now be a consulting partner.

Pinnington said: “I’m delighted to join forces with Touchstone. There’s a great synergy between the businesses – especially at a time when all eyes are focused on holistic purchase and consumption journeys. It’s a further bonus that Jamie has returned to head the operation – I’m looking forward to working together again.”

Jon Darby, managing director at Touchstone added: “This acquisition is our response to better support the evolution of our clients’ needs. We have known Shoppercentric for some time now as competitors and colleagues, and we know that the solid quality of work they deliver is commercially relevant to businesses.”