Bicycle London, a major advertising agency in the UK capital, has launched Ripple, an in-house influencer marketing division. The new arm stems from a strategic partnership with Hypetap, an influencer marketing agency based in Melbourne, Australia, Campaign reports.

The collaboration establishes Hypetap’s footprint in the London market. Ripple offers services like strategic consulting, data-driven insights, influencer-specific paid media campaigns, and platform-native creative direction.

Bicycle London Chief Executive Henry Daglish, who will lead Ripple, told Campaign that influencer marketing is now “essential for brand growth and engagement.” He said the Hypetap partnership allows leveraging their “profound expertise and robust technology” to keep clients at the forefront.

Hypetap utilizes data science to analyze and select influencers. The company’s CEO, Detch Singh, told Campaign they’re “setting new benchmarks for what is achievable in influencer marketing, combining strengths to innovate and drive superior campaign outcomes.”