The Leading Edge said that the New York office was part of a strategy to “globalise its business proposition to better serve a growing list of multi-national clients”.

Binns joins the The Leading Edge from Interbrand where he created the global corporate social responsibility and sustainability practice. Prior to that he was global account lead at McCann Worldgroup for both Coca-Cola and Unilever.

The Leading Edge’s global CEO, Andy Bateman, said “Daniel’s strong consulting and strategic skills, combined with his experience in helping global clients realise their growth ambitions are the perfect credentials for this position. In addition to that his, extensive experience in running businesses in markets around the world make him an extremely qualified CEO.”

Bateman, who joined the company earlier this year, is also an Interbrand alumnus having previously run the brand consultancy’s New York office.

Binns said, “Clients are increasingly looking for strategic thinking based on facts and analytical rigour. However, they don’t want to lose the creative spark that turns an interesting opportunity into a truly compelling business idea. We believe The Leading Edge’s fusion of research and strategy skills perfectly meets this need and that’s what attracted me to this opportunity.”