Webster (pictured) brings more than 11 years’ experience working with some of the world’s largest brands, including Samsung, Pladis, Reckitt and Legal & General.

He joins Firefish Group to lead on building new data capabilities, partnering with clients on their data-related challenges, as well as “futureproofing and transforming existing strategic insight programmes”, according to the agency.

Webster has worked with a range of pioneering tools and approaches, including the use of System 1 neuro techniques; commercial brand equity modelling; social and search data blending; and wider data integration and predictive analytics.

Commenting on the appointment, Firefish Group chief executive Jem Fawcus said: “We are so excited to bring Mark in as head of data strategy. His expertise and passion fits perfectly with the next evolution of the Firefish Group and I can’t wait to see him putting new tools and thinking in the hands of our brilliant client teams here, enhancing existing best-in-class solutions and delivering even more powerful client stories.”