Global brand, media and communications research consultancy Millward Brown today announced the appointment of Louise Ainsworth as CEO Millward Brown, UK.

Ainsworth joins from WARC, the central knowledge system of the advertising and media business worldwide, where she has been CEO since 2012. In her new role, Ainsworth will lead the UK business in providing clients with research programmes that increase marketing effectiveness, drive ROI from communications across all media and deliver brand-led growth, as Millward Brown’s offer continues to rapidly evolve with changes across the technology, media and consumer landscapes.

Prior to her role at WARC, Ainsworth was SVP for Nielsen’s international advertiser solutions team and MD, EMEA at Nielsen Online. She has also led digital teams at OgilvyOne London and Organic, and has held marketing and strategy roles at the BBC, Bain & Company and Shell International. She has a degree in Engineering Science & Economics from Oxford University, an MSc in Management Science and Operational Research from Warwick University, and an MBA from INSEAD. Ainsworth will report to Tim Wragg, CEO UK & Ireland for Kantar’s consumer insights unit.

Commenting on her new role, Ainsworth says, “I have long admired Millward Brown’s leadership in brand insight, characterised by its consultative approach, focus on clients and ability to create innovative solutions around client needs. In an increasingly challenging marketing environment, clients need partners with deep expertise to help drive ROI from communications across all media touchpoints. Kantar and Millward Brown are uniquely positioned to provide the insights and advice required to support clients in all aspects of their marketing agenda. I feel privileged to become part of a company with such fantastic heritage and potential.”

Tim Wragg says, "I am delighted that Louise is joining Millward Brown and my senior leadership team. Her extensive experience in senior consulting, digital and marketing roles makes her ideally suited to lead Millward Brown UK at a time when our portfolio of media and digital solutions is stronger than ever. She brings a perspective that will help us ensure we focus on answering the right questions – those that will enable our UK clients to grow the return on their brand investment across all media."

Louise Ainsworth will replace Dale Beaton, UK managing director who is moving to the role of SVP global practice lead, Millward Brown.