Nicol joins the firm, which is owned by Creston, from Fieldwork International Healthcare where he spent years, moving from the role of account director to online director and then managing director.

Before his time there Nicol had spells with Maritz and with Synovate in South Africa.

He will step into the new role on 5 July, when he will also take a seat on the company’s board.

ICM Group chairman designate Justin Sampson said: “Anyone who knows Patrick will understand what a tremendous legacy he leaves at ICM Direct. In appointing Gareth we have found a highly capable successor. He is a progressive thinker in the development of of digital solutions and has a proven business development track record.”