M is expected to support GroupM companies and will work directly with its own clients. The Australian agency's list of clients that have migrated from Outrider to M includes BigPond, Bankwest, News Limited's Career one, Foxtel, Dyson, ASX, Jetstar, the Financial Times and Air Pacific.
According to Garry Nissim, general manager for M, the agency wanted to move away from being a pure search business to one that provides a more comprehensive list of services.
M will help clients tackle the complexities of digital marketing by merging qualitative, quantitative and competitive data, according to the company. M will also act as a gateway to other GroupM agencies, said Danny Bass, chief digital officer for GroupM.