Michels (pictured) was previously European chief executive officer of consulting and UK country manager at Kantar, a role he had held since 2016.

He started his time at Kantar in the company’s marketing strategy and insights consultancy business Added Value, including a spell as Added Value’s global chief executive.

Other prior roles include client-side roles at GlaxoSmithKline, Kellogg’s and Coca-Cola, and as group brand and communications director at Virgin Media before joining Kantar.

At MSQ, Michels will have a board role supporting the development and delivery of the company’s growth strategy, and will also be executive chairman of Freemavens, MSQ’s insights and analytics consultancy.

Michels will work closely with Freemavens’ leadership team in his new role, including managing director Lucy Thompson and founder Andrzej Moyseowicz.

Peter Reid, chief executive of MSQ, said: “Bart knows how to get the very best out of a marketing group and its agencies, and more importantly he knows what it takes to help brands and businesses grow. I’m thrilled to have him on board.”