The newly created role has been introduced to help embed agile innovation in the agency, to benefit its clients.

Williams (pictured) has been a director at MMR for more than six years, five of which has involved managing its global relationship with Unilever.

The agency said the new role was a recognition of agility moving from simply being a buzzword to a client ethos that is often now a priority over exhaustive testing,

In line with this, MMR recently created a toolkit covering the entire innovation cycle with time and cost efficiencies built in, to help clients with fast-moving research.

Williams said: “For us, agility is about focusing content to reflect each project’s most vital priorities, and focusing the energy of client, consumer and industry expert input collectively to supercharge the innovation process. This maximises the relevance and richness of the insight.”