McCann Connected, the digital marketing agency operated by McCann Manchester, has opened a new city centre digital hub in Manchester.

The new location, at 196 Deansgate, comprises 4,500 sq ft of office space and will house around 50 of McCann Connected’s 140 digital specialists following relocation from City Tower, which was the offices of Lakestar Media, acquired by McCann in 2012.

Since its launch in 2015, McCann Connected has picked up new business from the likes of The Football Pools and Travel Republic.

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The new location will also feature state-of-the-art usability labs and research facilities, enabling the agency to deliver a range of consumer research, usability and conversion rate optimisation studies.

The agency says the new location will bring together specialists across digital strategy, design and build, social media, search, digital media, business analytics and conversion rate optimisation. It will work in tandem with the digital specialists housed at the agency’s offices in Bonis Hall.

Sharon Palmer, head of channels and the head of McCann Connected, said: “The move to 196 Deansgate represents the next step in our digital journey and will act as showcase for how we are delivering digital solutions to our clients that merge seamlessly with other touchpoints in the customer journey.

“Our ambition is that it becomes a magnet for some of the brightest digital talent in the North and beyond.”