The new unit will offer marketing and advertising agencies insight designed to inform and refine comms strategies.

Higgins (pictured), whose role will be head of communications research, joins from Kiosk, where she was insight director. Prior to that, she spent three years as head of research at RAPP.

“We are now at a stage when we need to consolidate and develop our business with agencies,” said Simpson Carpenter founder and managing director, Tom Simpson. “While Kirsty will manage some of our existing accounts, her primary role will be to build her own comms team and develop agency relationships – a role for which, given her very strong agency heritage, she is excellently qualified.”