Both take on the new title of CEO of Geographies, with existing regional bosses reporting to them. Regional CEOs in North America and Greater China will continue to report to global CEO Robert Philpott.

Huijboom, who has been with Synovate since 2002, will also be responsible for overseeing the firm’s global healthcare division. Former Synovate Healthcare chief Michael Spedding has rejoined the company to become the other CEO of Geographies. Earlier this year Spedding, along with former Synovate finance chief Peter Chopra, launched their own pharmaceutical research agency, Pharmagems, where Spedding is still listed as a board director.

Philpott said: “This refinement of our geographic leadership structure and strengthening of our senior team allows us to provide better support to market level management and to best service our clients through access to expertise, flexibility, and senior level attention.

“Both of my colleagues have achieved significant business growth for Synovate over the years and have vast geographical expertise and proven commercial acumen. I am delighted that Michael has rejoined the Synovate team, and I’m looking forward to working closely with him and Peter to achieve our plans for continuing business growth.”