GroupM has launched Acceleration locally in a bid to take a larger slice of Australia and New Zealand's multibillion dollar martech market.

Acceleration is WPP’s dedicated Google Marketing and Cloud Platforms sales and consultancy unit, acquired by WPP in 2012 and since expanded from the Nordics, UK and US into 12 markets.

Tom Braybrook will lead the ANZ unit as managing director.

The former MediaMonks growth chief has significant data, tech and analytics experience, holding senior roles at Google and Adobe prior to returning to agencies; he worked for Carat and OMD in Sydney before joining Omnicom's media arm in Sydney in 2010.

GroupM boss Aimee Buchanan backed that cross-disciplinary background to move the needle.

"Tom's expertise spans every facet of what our clients and agencies need to forge ahead and grow," said Buchanan. "He understands the technology landscape and has an incredible ability to marry that with the business opportunity for clients."

Braybrook said "data, analytics and cloud technologies continues to be a top priority for ANZ marketing teams" and backed Acceleration's global footprint to bring additional firepower to the agencies within the group. He also joins GroupM's executive committee.