Gordon brings more than 25 years of experience in marketing branding and communications, the firm said. He was most recently at Millward Brown where he was senior vice president and chief research officer of the Optimor brand strategy consultancy team.

Earlier in his career he had spells with Prophet Brand Strategy, Mercer Management Consulting and Accenture. In his new role he will serve as senior vice president of brand and communications.

Lam, meanwhile, has been tasked with leading Synovate’s retail performance and the ViewsCast real-time customer feedback service in the Greater China region. He was previously general manager of Experian Footfall China.