Having originally joined McCann Birmingham from Kantar in 2019, Wilkins’ (pictured) new role will see him lead the agency’s research division across its five offices. Reporting into chief strategy officer Ringo Moss, his team will focus on delivering impactful insights for discovering, planning, creating and tracking brand activity for its clients.

“Over the last three years the research team has been transformed and its impact on clients and the business has been significant”, commented Moss. In a market environment seeing a long-term decline in market research spend, we’ve seen real growth as clients look for even greater depth of insight. We’re thrilled, therefore, to be recognising Gideon’s contribution through this new group role.”

Wilkins added: “I’m delighted to be driving the continued momentum of McCann Central’s research division by delivering insight that informs clients, as well as creative thinking. I'm incredibly proud of the work we’ve been doing with clients across the network to demonstrate the powerful impact of research insight.

“By helping clients to understand the strength of their brand and their role, their consumer’s needs and journeys, as well as concept co-creation with key audience groups, we’re strengthening the ways in which our clients can earn a meaningful role in peoples’ lives.”