Wachs, who has been with the firm for five years, moves up from director of strategy while Lynn previously held the role of director of consumer insight. She has been with the company for 16 years, during which time she has been “instrumental” in helping develop the firm’s understanding of consumers, Carat said.

Before joining Carat, Wachs worked with consumer psychologist Sam Cohen conducting psychological research and strategy development for a variety of Fortune 500 brands. He also had spells with Saatchi & Saatchi, Ogilvy & Mather and the Wolf Group.

Carat president Doug Ray said: “We want to keep pushing the boundaries by bringing media innovation – rooted in consumer insight – to our clients. Only with this expertise will we continue to be successfully at the forefront of today’s converging marketplace. Johann understands consumer motivations and needs better than any other professional I’ve seen. Michelle continues to push the entire organisation’s thinking forward around consumer segmentation and evolving media behaviours.”