Fife-Schaw (pictured) has been at Ipsos since 2008 and in his new role will act as country service line leader in the corporate reputation business.

Kelly Beaver, chief executive at Ipsos, UK and Ireland, said: “I am delighted to be welcoming Tom to our senior leadership team to head up the corporate reputation practice. 

“He brings a deep understanding of the corporate reputation landscape, along with the wider Ipsos business which will allow him to leverage the broader value that Ipsos can bring to our clients.”

Fife-Schaw added: “I’m incredibly excited to lead the UK Corporate Reputation business. We have a fantastic legacy. Some of our flagship studies have trends dating back 40 years and continue to deliver valuable insights to our clients.

“I can’t wait to evolve and deliver our strategy alongside our brilliant team of reputation experts and advance our thinking, innovations and client impact.”