Oliver Group is looking to expand its ‘inside agency’ model into the media space with a new division headed up by former ComScore boss Duncan Trigg.

Oliver Media claims to offer advertisers in-house campaign media planning, based on real-time data insight to support the delivery of “truly relevant content”.

Ex-Unanimis and Open X ad tech veteran Trigg joins as managing director of Oliver Media from his role as senior vice president of advertising ComScore. He will report to Oliver’s global chief executive Simon Martin and work closely with UK CEO Sharon Whale.

“One of the founding principles of Oliver is transparency, coupled with an ambition to help our clients do things better and faster – liberating the new within their businesses,” said Martin.

“Embedding a media buying function into our model adds a vital component for clients – it means they can take charge of the last step in delivering campaigns, and they can do that in real time with specialists that sit right next to them.”

Trigg added: “I’ve worked on all sides of advertising, including selling inventory and the marriage of the technology behind successful digital campaigns. I’ve seen first-hand the struggles clients face when it comes to transparency, especially when it comes to navigating the minefield of data provision and verification of delivery that programmatic now entails.

“Heading up Oliver Media gives me an opportunity to build a media buying division that truly joins the dots, planning and buying inventory, based on real time data to create content that works, whilst sitting right next to the client.”

UK-based Oliver employs over 900 people across 70 ‘on-site agencies’ globally, and has offices in France, Germany, the Netherlands, the US, Singapore, Turkey and Malaysia. Its clients include PepsiCo, Starbucks, Vodafone and BMW.