Cook (pictured) joins the company from Universal Kids, where she was vice-president, head of strategy and insights, leading research.

At Cassandra, she will be responsible for the development of research and insight focused on Generation Z and millennials, as well as strategy and client relationships.

Prior to Universal Kids, Cook was senior vice-president of strategic insights and research at Comedy Central.

Part of marketing services company Engine Group, New York-based Cassandra runs a syndicated study on the behaviours and preferences of young consumers.

Kathy Sheehan, senior vice-president, Cassandra, said Cook’s appointment would “further strengthen Cassandra’s positioning”. She said: “Her deep expertise in youth research, along with client-side experience in media and entertainment, will be an asset to our clients.”