Crozier has held several non-executive directorships since leaving ITV in 2017, and currently chairs online fashion retailer Asos, hospitality firm Whitbread and cinema company Vue International.

Prior to leading ITV, he was chief executive of Royal Mail, the Football Association, and joint CEO at Saatchi & Saatchi.

At Kantar, Crozier will work alongside Ian Griffiths, formerly of ITV, who was recently named chief financial officer.

Kantar’s talks with Crozier about the role were first reported last month. His appointment follows that of Ian Griffiths, also formerly of ITV, as Kantar’s chief financial officer.

WPP completed its sale of 60% of Kantar to private equity firm Bain Capital last year. 

In December, chief executive Eric Salama announced his plans to step down from the role, citing "personal priorities", but a successor has not yet been appointed.

Stuart Gent, a managing director of Bain Capital, said: "Adam’s experience at the intersection of advertising, media, retail and technology, alongside his track record of guiding management teams on transformation journeys, make him an excellent appointment to support Kantar in their next phase of growth."

Crozier said: "Kantar is a trusted adviser to household brand names in every corner of the world, helping develop data-driven marketing strategies, and is a key ecosystem partner for global technology leaders like Alibaba, Amazon, Facebook and Google. I am delighted to be joining this highly-skilled and dedicated global team and look forward to working with them, and all our brand partners."