Webb joins the company from Nielsen, where he was a director. He started his career in the UK with Gordon Simmons Research and NOP, before moving to Malaysia in 1999 as head of research for AMI Malaysia (now Synovate).

At Kadence, Webb heads a team of nine, including associate director Jo-Ann Foo, formerly of Eureka Strategic Research and Illuminas, who has moved to Kuala Lumpur to head the insight team there after a brief stint in Kadence’s London office.

Webb said: “Jo-Ann and I are a great fit, with complementary skills and experience and a shared passion for insight-driven research. This is a tremendous opportunity for us both and we are really excited about building on the firm foundation that Kadence Malaysia has established since opening in 2006, and developing ever closer relationships with existing and new clients.”