Omnicom Media Group has launched its digital analytics and cloud consultancy TRKKN in the UK.

Omnicom said the service offers advertisers greater flexibility to manage their Google marketing and cloud stack. It comes at a time when marketers are increasingly moving certain parts of their digital marketing efforts in-house and not making full use of their martech capabilities, according to Gartner research.

TRKKN services include digital analytics, ad tech, conversion optimisation, analytics and AI, cloud engineering, training and support, and strategy planning across Google products.

TRKKN will operate as a support service that Omnicom’s agencies, such as OMD UK, Manning Gottlieb OMD, PHD and Hearts & Science, can tap into, as well as a direct service for clients.

The consultancy will be led by Chris Swarbrick, who has worked at Omnicom Media Group for more than a decade and most recently served as managing partner of ad tech strategy.

“At the heart of the TRKKN offer is a simple promise: helping brands use technology to build deeper consumer connections,” Swarbrick said. “As head of TRKKN UK, my priority will be assuring the talent and technology needed to deliver on this promise for every client, every day, to grow their businesses.”

The consultancy was founded in Germany in 2008 and acquired by Omnicom in 2015. It claims it is one of the largest Google Marketing Platform sales partners in Europe. The service has expanded to 13 markets across Europe, APAC and North America.

Omnicom Media Group UK chief executive Dan Clays said marketers’ focus on digital transformation had made it the right time to expand TRKKN to the UK market.

“In this environment, marketer and agency operating models are also rapidly evolving, from agile service solutions supporting in-housing teams to always-on agency models,” he said.

“This has presented the perfect moment to bring TRKKN to the UK market – to further accelerate digital transformation for marketers and specifically to help capitalise on the scale and scope of the Google stack, in a way that is compatible for their business.”

Article originally published in Campaign here.