Megginson’s stint at PepsiCo began with him setting up and running a marketing research function for the firm’s beverage portfolio and the Quaker brands range.

Before that he was a senior research at Adams Brands and began his career at The Angus Reid Group.

Megginson (pictured) said: “After many years of developing effective and award-winning advertising as a client of Millward Brown, I am very excited to have the opportunity to lead such a talented group of researchers and to represent a world leader in communications and equity research in the Canadian marketplace.”

At Millward Brown he reports to North American executive vice president Nick Findlay, who has been running the Canadian business since the departure of James Conrad, who joined online marketing research firm Hotspex as executive vice president in August.