Fraser (pictured) ran the Advertising Association’s think tank Credos between 2010 and 2021, overseeing reports including the ‘Advertising Pays’ series.

She also works as a strategic adviser for the International Advertising Association UK, on initiatives including the IAA’s network for brands, agencies and media.

Fraser was awarded an MBE in the 2017 new year’s honours list, for services to advertising, equality and diversity.

Fiona Blades, president and chief experience officer, said: “Mesh Experience is pleased to welcome Karen Fraser and looks forward to her valuable contributions in shaping the future of audience measurement and advertising.”

Fraser said: “I am thrilled to join such an established and successful female-founded business and work alongside hugely talented colleagues at Mesh Experience. Our mission is to help brands measure audiences across a full spectrum of channels and I look forward to advising on the developing needs of the market.”