Liana Lax has been appointed to run XSEM Insight alongside the agency's co-founders Michael Gwilliam and Dan Bardgett.
The Leeds-based agency said the service offers businesses in-depth marketing expertise through research and consultancy and will be offered alongside its current business offering or in isolation.
The development follows what XSEM has described as a "game changing" 2014, during which time it worked with brands including Molson Coors, PPG and Nisa. The company announced at the end of last year that it was targeting £1m growth in 2015 to £4m.
Lax, who has spent more than 20 years in the marketing industry, set up and ran marketing companies as part of Jackson Consultancy. She specialised in the automotive industry and worked with manufacturers and dealerships including Honda, Volkswagen, FIAT, Suzuki and Alfa Romeo.
She has also worked with blue-chip clients as a freelance marketing and research consultant, including with XSEM.
Lax said: "Having worked closely with Dan and Michael on a joint project for one of their clients two years ago, I could see some great synergies and a wonderful opportunity to produce a service that will not only assist in XSEM being able to produce a far more holistic approach to its own clients, but also something that will sit strongly as a standalone service.
"Everyone wants to know if their marketing activity actually works, yet so few agencies offer a specialist in-depth facility in order to produce those kind of results."
Bardgett, XSEM director, said: "When Michael and I started discussing the best way forward, it was clear to all three of us that XSEM Insight was a viable, exciting and potentially lucrative opportunity. Early success has been hugely positive so we will be concentrating all our efforts in 2015 on establishing the new business."
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