He joins the firm from creative marketing shop Digitas, where he was vice president of the strategy and analysis team.

Before working at Digitas, Choi was in charge of strategic analysis at children’s book publisher Scholastic.

In his new role he will be responsible for the firm’s relationship with third-party platform and data providers.

Stephano Kim, [x+1 ]’s chief operating officer, said: “Dedric’s expertise in strategic planning and analysis will be a tremendous asset. It is rare to find someone with the combination of business, analytics, technology and media experience that Dedric has.”