Edwards, who takes up his new role on 1 March, was UK CEO of Research International before it was merged with TNS in 2009. He has also served as chief executive of Lowe UK and The Henley Centre and worked at Publicis, Young and Rubicam and Bartle Bogle Hegarty.

He said: “I am delighted to be joining the Omnicom Group for the first time. I was really attracted by the creativity and the focus of Hall & Partners. I can’t wait to meet the teams and get started on our next round of growth.”

Edwards will be based at Hall & Partners’ London office and will lead all the agency’s European operations, as well as supporting development in Europe, the Middle East and Africa.

The move reunites Edwards with Hall & Partners’ global CEO Vanella Jackson, both former planners at Bartle Bogle Hegarty. Jackson said: “Paul is one of the smartest and nicest people I have ever worked with. I am incredibly excited to have someone of his stature and experience to join us.”

Deborah Mills stepped down as European CEO in October 2009 and in the interim period Jackson has been overseeing the European arm of the business. She will continue as Global CEO.

TNS-RI told Research it will not be replacing Edwards in the role of chairman. Andrew Czarnowski remains in the role of UK CEO.