In the newly-created position, McConnell (pictured) will be responsible for leading a programme to identify new measurement initiatives to support and validate digital marketing.

During his 32-year spell with P&G McConnell spent 15 years presiding over digital innovation and worked with a range of brands and corporate groups to understand how new methods could work with packaged goods.

ARF CEO Bob Barocci said: “This is nothing short of a coup for the ARF. Several years ago, Ted was the cornerstone of our industry effort to move the industry toward an ‘engagement’ metric, and we now have tremendous opportunity to tap into his world-class thinking and leadership on a more sustained basis.

“In particular,” said Barocci, “his co-authoring of the industry manifesto on measurement – the Blueprint for Holistic Measurement – helped reinvigorate the industry dialogue. We intend to build on that momentum.”