In her new role, Merenkova will be based in London and will be tasked with building a standalone MDI Europe business.

Before taking up her new role, Merenkova was managing director Europe at Behaviorally, and has also been managing director of the UK at PRS in Vivo.

Merenkova has been in London since 2015, when she moved to lead Kantar TNS and Kantar’s global relationships with fast-moving consumer goods multinationals.

Merenkova has also held leadership roles at Gallup Media Russia, OMD and was the lead in developing the market research division for TNS Russia.

James Fergusson, chief executive at MDI, said: “Having worked with Inna at Kantar TNS, I am delighted to welcome her to MDI.

“Inna’s personality, mobile knowledge skill set and vast experience is ideally suited to both meeting our clients’ needs across the UK and Europe and building a strong presence in the region.”