Burden (pictured) joins from TNS where she spent three years and was most recently head of the firm’s UK brand and communications research activities.

Previously, she spent seven years as European market research manager for Mars Confectionery and had a spell as managing director of advertising research agency Diagnostic Research UK.

In her new role at IFF, Burden will work with clients including the Central Office of Information (COI), NHS Direct, primary care trusts and the British Council.

IFF joint managing director Mark Speed said: “We are thrilled to have Sue joining the IFF team. She has an enviable reputation across the industry for pioneering new communications solutions that challenge the status quo. With a career founded in delivering major research projects for international blue chip and FMCG brands, she brings fresh ideas and valuable experience to help us expand our BMC offer.”