The New York-headquartered company, which has offices in the UK and US, has chosen the name to reflect its current partners (Jon Greenwood, Eric Bradlow and Jeremy Korst).

Szew (pictured), based in Los Angeles, joined GBH Insights in 2018. In her new role, she will oversee the company’s research and insights practice, advising clients on areas including brand strategy, communication optimisation and advertising effectiveness.

Prior to joining the company, Szew held positions at Millward Brown and IRI.

Jon Greenwood, co-founder and chief executive, GBK Collective, said: “In her role overseeing research and insights, Rebecca has gone above and beyond to serve our growing roster of clients, while also playing a pivotal role in our evolution as a firm as we continue to stretch further to solve marketing problems in high definition.”

Greenwood added: “We chose the name GBK Collective, not only to reflect our current partners, but to also recognise our belief in the power and insight that comes from the collective.”