Anderson was in charge of all global qualitative research for the consumer technical insight team in Unilever’s skin category for the last seven years, before leaving in August. He worked for the company for over a decade starting as a consumer psychologist in the firm’s R&D team, where he created and executed research programmes based on psychological principles, such as behaviour change, perception and implicit measures.

At Antedote, he is joined by two other founding partners – both formerly of M&C Saatchi-owned branding and innovation agency Clear. They are Adam French, founder and president and Anne Lacey, head of product development and talent.

Antedote is described by the partners as a firm that will bring together “deep understanding of the consumer and R&D expertise, with brand and business strategy to solve complex business and brand challenges.”