Led by global CEO, Jim Prior and executive chairman, Simon Bolton, the agency brings together 750 people in 18 countries.

It combines Brand Union, The Partners, Lambie-Nairn, Addison and VBAT (which will continue to operate under the VBAT name).

Client billings are more than $100m worldwide and they include Diageo, FIFA, Ford, Bank of America Merrill Lynch and Vodafone.

Prior said: “The world needs creative solutions to stimulate growth, in a way that traditional approaches alone cannot achieve, which is why we have formed Superunion.

“That creativity has to be applied at the centre of the business, where it can affect things like innovation, product and service, recruitment and retention, culture change, people’s experience of the brand, and the driving purpose of the organisation. We will offer more integrated services, high level strategic relevancy and closer connections to audiences.”