The position has been created as the agency looks to boost its work clients using a combination cognitive and behavioural science, technological innovation and business strategy.

Baumann previously led the P&G Communication Innovation Research Center as well as establishing and leading its behavioural science innovation team.

Michael Maslansky, CEO, said: "We live in a post-trust and post-truth era. To effectively communicate in this environment, clients need to better understand how consumers think and make decisions, and how to turn insights about consumers into language clients can use to achieve business results.

"We hired Joe to help us turn our decades of collective experience into language strategies that address real business challenges for clients."

In his new role, Baumann will help launch The Language of Trust Model, a proprietary platform designed to help communicators rapidly develop effective responses to company and brand issues. 

It integrates academic behavioural science research and decades of successful, emotion-based messages into a customised, interactive tool.