Harnessing the resources of the Ipsos network, Fraser will provide clients with “cutting-edge thought leadership on the cultural and societal trends that will impact their brands in future”, according to the market research company.

Alongside this role, she will continue to work as an adviser to the International Advertising Association UK, on initiatives such as the Global Brand Think Tank, the IAA’s network for brands.

Fraser ran the industry think tank Credos for 10 years, creating a publishing programme that includes the Advertising Pays series of reports on the £140bn contribution advertising makes to the UK economy.

She was awarded the MBE in the Queen’s 2017 New Years’ Honours list for services to the advertising industry, equality and diversity. 

Incoming chief executive at Ipsos Ben Page said: “Karen is an industry leader and expert in the truest sense of the word and we are delighted that she is joining Ipsos. Her ideas and expertise will unlock growth for our clients.”