The new business, called VCCP Roar, will be led by Lawrence Collis, Jodie Simpson, Lorna Hughes, Jo Preston and Adam Smith and headed by chief executive Stephanie Brimacombe (all pictured). VCCP Roar will be headquartered in London with around 150 staff.

The human behavioural insight function will help support VCCP Roar’s PR and communications work, and the company also has a technology platform called VCCP Roar OS to help analyse audience insight to inform PR, social and marketing work, as well as assessing work performance.

Good Relations was a consumer and corporate communications agency, Teamspirit focused on financial services PR, while Harvard was a technology communications agency. Broadcast unit Good Broadcast will also become part of VCCP Roar.

Brimacombe said: “VCCP Roar has been built with a singular ambition – to drive innovation in our industry, and unlock tangible commercial value for brands.”

Charles Vallance, chairman and founding partner at VCCP, added: “Communications is undergoing a seismic change. As AI radically transforms digital consumption, brand discoverability is being rewritten.

“This is why PR is in the ascendancy: third-party credibility and influential coverage will be more valuable than ever. VCCP Roar is built for this future.”