Percival, previously research director, will be responsible for growth in the UK market, working alongside the leadership team and leading the research team in London.

Percival joined the company four years ago, and prior to that held consultant roles at Ipsos and Emerging Market Consulting in the Asia-Pacific region.

He specialises in buyer journey, persona and value proposition research and has worked with B2B clients in sectors including financial services, real estate and technology.

Matthew Harrison, chief executive, B2B International, said: “London is a key hub for us, serving clients across the south of England and mainland Europe with tailored B2B market insights and – alongside our Merkle B2B colleagues – end-to-end B2B marketing solutions.

“Tom has been instrumental in our growth and brings a wealth of experience with him so we are delighted he has taken up this role.”