Based in Paris, Magniant will oversee a practice that counts over 70 staff across a range of hubs, including London, Stockholm and Frankfurt.
'Eight out of ten brand executives expect an increase in digital projects over the next 12 months, so this is all about meeting a very real demand,' said MS&L Group CEO Olivier Fleurot.
'The mix of our global capabilities and geographical reach, with the strong local insight that exists in each country, is a very potent one for clients looking for expert guidance.'
In the UK, the practice is headed by MS&L London head of digital Gareth Davies.
Key clients already include P&G, Carrefour and GDF Suez.