Digital media agency I-level has launched a new research division, I-level Generator, and acquired a web analytics company called The Site Clinic.
The three main strands of Generator's offering are digital marketing consultancy, research and auditing of website efficiency.
This will see the division carrying out up-stream work such as examining why a company should take a product online, what organizational changes it needs to make to get the most out of digital marketing and what new revenue streams digital distribution can open up.
The web auditing strand will see I-level using its proprietary analysis tool, Davos, to help clients maximize the potential of their websites.
Generator will be headed by The Site Clinic's founders, Swinfen Green and Matthew Pitt.
Green wqas previously director of advertising operations at Emap Digital and group digital media director at Carat Group, while Pitt was previously managing partner of digital consultancy Leap Communications and media director at Ammirati Puris Lintas (now Lowe and Partners).
Pitt said: "I-level Generator really completes I-level's end-to-end digital marketing offering. Where most other agencies have chosen to go 'wide' by opening offices overseas, I-level has gone 'deep' and can now boast an unrivalled range of digital marketing services."
The Site Clinic brand is to be retained.
This forms the third strand in the agency's move towards a comprehensive digital offering, following the establishment in January of I-level Digital Partnerships, which specialises in retail and content distribution.The media planning and buying team will be branded as I-level Advertising, with all three groups reporting to the board via group managing director Nick Gutfreund.