The unit will focus on delivering social campaigns across all digital platforms and channels, with analytics central to its offering.
Pilar Barrio, the head of social at the Aegis agency iProspect and formerly a digital strategist at Momentum Worldwide, will head the unit. She has previously worked on clients including Coca-Cola, Chevrolet and Panasonic.
Barrio will be responsible for a team of ten specialists, who will work alongside other existing MPG digital teams for mobile, content and search.
The unit has already won its first external social client, the storage company Safestore, and is developing a new campaign that will break in the coming months.
The launch of Socialyse follows last year's creation of Havas Media Social by MPG's Havas Media parent.
Headed by Neil Kleiner, who also previously worked at Momentum, the unit operates across MPG Media Contacts, Arena Quantum, Cake and AIS.
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