Smith and Booth launch Firebrand Insight

The new firm works in both the B2B and B2C sectors, with a focus on leisure, transportation/logistics, financial and professional services and public sector engagement.

Smith has been an independent consultant since 2004, but held director-level roles at GfK, Morpace, Network Research and ORC International before that. He served as chairman of the ICG from 2007 to 2012.

Booth, meanwhile, owns Alpha Bravo Marketing Insight and is the former owner of Marketing Direction. Earlier in his career he was marketing manager for UPS and market research manager for DHL Worldwide and British Airways.