2CV puts the value of this market at £150bn. Said Bates: “Men of a certain age often get written off as difficult to reach. In reality, they actually represent under-researched savvy consumers with enormous spending and decision-making power.

“Our insights will be invaluable for all brand owners with an interest in those men who are too old for skinny jeans and too young to reminisce about Skiffle.”

Bates (pictured) helped establish Vegas almost a decade ago as the specialist youth arm within TRBI – since acquired by Synovate. He remained with the business for more than two years after the sale, after which he went to work at Sundance Brand Agents. After a year and a half spent self-employed Bates joined 2CV in February.

2CV managing director Doug Edmonds said: “We have taken steps to create a unique offering for our clients that enables them to take advantage of ‘what blokes really want’. Chris’s extensive experience and strategic thinking will drive these projects, adding another specialism to our portfolio.”