In his new role, Bailey (pictured right) will manage Kantar’s relationships with major firms to help them navigate the current market fluctuations caused by high inflation and changing consumer behaviour.

Before joining Kantar, Bailey held roles such as European chief executive officer at Interbrand and chief executive of WPP’s Brand Union, where he supported Vodafone’s global rebrand.

Natalie Vander Vorst (pictured left), managing partner at Kantar Consulting, UK & Ireland, said: “Simon brings a wealth of experience in partnering with clients to define and execute a vision for brands to deliver growth, and we’re pleased to have him onboard.

“It’s a tough time for many consumer businesses as high inflation puts pressure on costs and recasts consumer behaviour. Clients are trying to understand how to cut through this change and succeed commercially.”