Baker joins from Verve where he had been managing director for the past two years. Before that he was at Quadrangle for more than 10 years, six of which were as CEO.

Among his other positions, Baker sits on the board of the Market Research Society as well as chairing its Delphi group thinktank. He is also a non-executive with Severn Trent Water’s customer challenge group.

Roger Perowne, CEO of Morar HPI’s parent company MIG Global, said: “I’m delighted that Nick is joining us. Our full-service research offering and daily syndicated brand tracker, BrandVue, have seen significant growth and Nick’s vast experience will be invaluable in delivering and building further upon that.”

Baker added: “This is an exciting opportunity to lead a widely respected agency. Morar HPI works with leading brands like Deliveroo, Sainsburys and Fitness First and with assets like its behavioural science unit and 15 strong tech-development team, it’s conducting cutting edge work.”

Julian Dailly was previously managing director, having held that role at Morar when it merged with HPI last year. Dailly is now product lead for BrandVue.