Bilboul (pictured) will work alongside chief executive Steve Rowe, chief growth officer Paul McGowan, chief product officer Izzy Pugh, managing director Izzi Lambert and chief financial officer Sarah Bennett to grow the agency’s offer.

Bilboul led Karmarama for around a decade before joining the leadership team at Accenture Song following Karmarama’s acquisition. He has previously held chair and non‑executive roles with companies including agency Coolr and alcohol-free beer brand Lucky Saint.

London-based G=mc2 has also appointed David Kaye as director of operations and Sam Ashken and Davina Richards as senior directors.

The appointment of Bilboul follows the company securing a majority investment from private equity firm Mobeus Equity Partners earlier this year, which it is using to support international growth plans, grow its AI-based analytics platform and expand work in key client sectors.

Founded in 2017, the agency combines analytics, cultural insight and strategy and works with clients including Unilever, Danone and L’Oréal.

Steve Rowe, chief executive of G=mc2, said: “The investment from Mobeus marks a significant milestone in G’s growth journey, giving us the scale and expertise needed to realise its true potential.

“We’ve brought in Ben as chairman and strengthened the team around him, so we can grow without losing what makes G special.”