The Rally@UM team will be led by global digital officer Heidi Browning. Media monitoring and conversation mining are two of the services that will be offered to clients, alongside content and communications planning and community activation and CRM.

Browning (pictured) said: “Social media tends to be siloed in companies and/or fragmented across many agencies, leaving marketers wondering how it impacts their marketing mix and business outcomes.

“We view social media as the central nervous system, coordinating and connecting important functions of an organisation.”