Before being appointed director at Truth, Parham was a research specialist at Sundance following a spell as an associate director at Flamingo. She has also worked as a freelance insight and research consultant at McCann Erickson.

Truth boss Andy Dexter said: “This, we hope, will be the first of several Asia hubs for the business. In the past year alone we have been working in China, India, South Korea, Singapore, Malaysia, Indonesia and Thailand. We need to be in the region not only logistically and for deeper cultural understanding, but also simply from the point of view of being able to tap into the growth and energy of these markets.”

Parham added: “Right from the start, Truth has done a great deal of work in the Asia region. By having a team permanently in the region, we can provide an even deeper cultural overlay to our fieldwork, and work directly with clients in the region too”.

The firm announced plans to establish an Asian presence in late 2010.

Meanwhile, Strategic Truth, the firm’s US offshoot, has appointed Michael Carlon and Sharon Walsh as directors. Walsh joins the agency from Synovate where she was vice president in the financial services practice, while Carlon was previously at MarketVision and also served as VP of strategic insights at OTX.