Boote (pictured) will focus on analysis, reporting, trend data and insight for the company’s brand consultancy division, Beano for Brands. She will work with its ethnographic children’s panel, Beano Brains, to generate insights for clients.

Boote was previously engagement director at Circle Research, which recently merged with its sister agencies to become Savanta. Prior to that, she worked at GfK and Big Sofa, and has also held client-side research positions at Warner Brothers, Unilever and Premier Foods.

She will report to Hayley Granston, managing director of commercial at Beano Studios. Granston said: “The arrival of Amanda strengthens our ability to offer clients the insight to understand what young people want from them. Understanding and responding to that influence is only going to become more important for brands in the future, and Amanda will be pivotal in helping brands and agencies achieve that.”