Blackden, who won the X-Factor contest at the Research 2009 conference, joins the firm from Mesh Planning where she was strategic experience director and worked with clients including Diageo, Microsoft and Fox Films.

She also served as head of planning and then planning director at Draft London.

CMW managing director Martin Nieri said: “Erminia has an amazing track record, working at the most innovative end of her specialism, developing new tools and technologies to monitor campaigns in real time. She will be a strong addition to what is already a highly talented team.”