Beeftink (pictured) has been with the IPA for almost six years. Her previous experience includes working for a media research software bureau, for a TV sales house and for a media agency.

Her role will be to continue to represent IPA members across all JICS including ABC, Barb, Jicwebs, PamCo and Route. She is also responsible for the IPA’s TouchPoints survey.

The IPA research team is also bolstered by appointing Graeme Griffiths as head of research. Griffiths has worked across several of the industry currencies most recently as lead project director for Rajar.

Robinson is moving to a part-time consultant role for the IPA.

IPA director general, Paul Bainsfair, said: “The IPA’s media research department continues to be a core IPA offering. It is only through the industry’s media currencies can we understand audience engagement and challenge unaudited statistics. I am delighted to be announcing the promotion of Belinda Beeftink, who has worked closely with Lynne over a number of years now and is perfectly placed to take on the challenges ahead.”