Managing partner David McCallum said the tie-up with Cambiar would give Gordon & McCallum clients in the US access to on-the-ground support, while Cambiar founder Simon Chadwick sees advantages for its clients in aiding their growth outside the US market.

Chadwick said: “Both companies share a common vision to help research departments and agencies manage change and build long term value.”

Gordon & McCallum was launched by McCallum and his former Nielsen colleague Alastair Gordon in October last year.

The two firms provide a range of support services and advice in the areas of change management, increasing organisational effectiveness and improving the quality and ROI derived from market research.