Copeland joined the firm in 1984 and worked with founders Maurice Millward and Gordon Brown on the company’s first tracking studies before being made international managing director in 1988.

Chairman Gordon Pincott said that it was in this role that Copeland “really made his mark” at Millward Brown and the volume of overseas work increased.

Pincott said: “He nurtured, supported and cajoled a European network into life as well as dealing with partner agencies in places as far-flung as Australia, Japan and Mexico.

“Tony was renowned for his very high standards, wanting to work with the best, to make the company the best. He was always prepared to rise to a challenge and there were many who were prepared to follow him because of his intelligence, his passion and his wit. He was genuinely a pioneer and the global success of Millward Brown is in part, a consequence of his efforts.”

Following his retirement in 1998 Copeland became a member of his local parish council in Wellesbourne, Warwickshire. His family are raising money in his memory for The Shakespeare Hospice.