Fraboni was previously vice-president of account management at PRS In Vivo, where she worked for 15 years, focusing on pack and shopper research.

She will be based in Beesy’s New York office.

Beesy was founded by Elys Roberts, previously US chief executive of Ipsos Marketing Practices. The agency will bring together behavioural scientists and experts in consumer insights and marketing strategy to address areas including new product development and customer experience.

Roberts said: “Our commitment is to leverage rigorous science to deliver improved commercial outcomes by better understanding and impacting customer decision-making. Judging by the response from clients that she has previously worked with, even our high expectations regarding Andrea’s level of strategic thinking and incredible client decision-support are going to be easily surpassed.”