Prior to joining RBS, Cook (pictured) worked at ProServ, USOC, NFL Europe League and Scottish Rocks. He has also established his own consultancy focused on delivering more effective marketing and sport programmes for brands, events and governing bodies.

“We are excited about Bruce’s addition to the company and the benefits it brings,” said SMG Insight chief executive, Frank Saez. “He was instrumental in driving a new level of meaningful analysis to the RBS research portfolio and he will help us do that with our other clients.”