Clays is chief executive of Omnicom Media Group and has replaced Mark Lund, chief executive of McCann Worldgroup Media, as chair of the programme after six years.

The programme helps young people understand media and advertising, and provides free media and digital literacy resources for teachers, parents and youth organisations.

Rachel Barber-Mack, director of Media Smart, said: “We are extremely proud of what Media Smart has achieved since relaunch in 2014. I’m delighted that Dan is joining the team as chair and excited about working with him to take the programme to a whole new level.”

Stephen Woodford, chief executive of the Advertising Association, said: “With children and young people consuming media like never before, I know Dan is both professionally and personally committed to ensuring that this crucial age group understands how to navigate the media landscape safely and with the confidence that media literacy knowledge brings.”