Salocin acquired data specialist Edit in November 2021 with £14.8m of backing from NVM Private Equity in a move that marked Dixon's return to the marketing services business.

The new media agency has been named Join the Dots and is headed by managing partner Ben Briggs, who was previously media director at Edit. 

The group said that the fresh approach would enable Edit and Join the Dots to focus on their core competencies, while continuing to collaborate. 

Salocin CEO Dixon commented: “Becoming Join the Dots gives them the opportunity to have their own voice, and concentrate on what they deliver best, bespoke channel-agnostic media planning and delivery that thrills their clients with amazing results.

“Their addition to The Salocin Group is part of building out the Media Optimisation pillar in our planned expansion to achieve connected customer experiences through the entire marketing funnel.”

Dixon said he had been impressed by the high performance of the media team, which won a silver award at the recent DMA Awards. 

Briggs said that the marketing industry had become “full of buzzwords, jargon, and meaningless metrics”. 

“To me, Join the dots means simplicity and creating connections. Dots, like data, on their own are meaningless, but it’s when you start to join those data dots together, turning that data into insight, you start to bring those dots to life.”

The firms are based in London and Bath. Edit had sales of £10m in its most recent financial year, to July 2021, with an adjusted operating profit of £1.9m.

Earlier this month Mike Dodds, the former CEO of Proximity Worldwide, joined Salocin's board as an advisory director to help with its growth strategy.