Wragg’s appointment comes little more than a year after the firm restructured its European business by merging its UK and Ireland operations with its businesses on the continent

The firm said that this process had been “very successful” and as a result, it decided to embark on “further combining its business functions across the region”.

A Millward Brown spokeswoman explained that the next phase of this integration would entail some services being offered on a pan-European basis and more sharing of information and best practices between countries.

Global CEO Eileen Campbell said: “Tim has proven himself to be a true leader who is committed to the success of the whole of Europe. I value his energy, commitment and counsel and am confident that he will lead our European business to even greater success in the future.”

Wragg will be supported by a pan-European board made up of chief operating officer Juan Ferrer-Vidal, CEO of developing European markets Krzystof Kruszewski, chief client officer Cath Booth, CFO Elizabeth Brownhill, CMO Dan White and director of operations Paul Kessels.

Jan Oostveen, who was previously director and MD for North Western Europe, left the firm on 1 May. Millward Brown said he is currently taking time off before looking at future career opportunities, however Oostveen could not be reached for comment.