Curtis (pictured) will focus on helping Kantar expand its work in sectors such as technology, healthcare and consumer goods, as well as analysing consumer trends.

Before taking up his new role at Kantar, Curtis was chief executive at artificial intelligence video analytics firm Lifestream.

Curtis was previously at Kantar for 11 years between 2006 and 2017, and since leaving Kantar has held senior roles at Moment10 and Streetbees.

Amy Cashman, executive managing director at Kantar insights division, UK & Ireland, said: “Sam knows how to develop technology-based businesses and it’s great to welcome him back to the business as we expand our digital analytics offer for clients.

“Like us, he sees the importance of finding the human insight in the data. Our emphasis is on using tech to get to the heart of how people think, feel and act so that we can be an indispensable partner for brands – guiding them through consumers’ changing priorities and making sure they continue giving people a reason to spend with them.”