Ipsos in the UK announced today the appointment of Karen Fraser as Senior Director with a wide-ranging remit covering brands, sustainability, creativity, trust and growth.

Fraser's appointment comes at a pivotal time for the industry with consumers and employees alike choosing change at scale. A shift which means the need for expert thought leadership has never been greater amongst the world's leading brands.

Harnessing the resources of the Ipsos network, Fraser will provide clients with cutting edge thought leadership on the cultural and societal trends that will impact their brands in future. Alongside this role, she will continue to work as an advisor to the International Advertising Association UK, on initiatives such as the Global Brand Think Tank, the IAA's network for brands.

Fraser has an incomparable track record in setting the agenda for the UK advertising industry and she ran the industry think tank Credos for 10 years, creating a publishing programme including the 'Advertising Pays' series of reports on the £140bn contribution advertising makes to the UK economy. She was awarded the MBE In the Queen's 2017 New Years' Honours list, for services to the advertising industry, equality and diversity.

She has published reports on reputation and won a worldwide competition for a place on the Harvard Business Review: Breakthrough Ideas List for her work.

Ben Page, incoming CEO at Ipsos says,

Karen is an industry leader and expert in the truest sense of the word and we are delighted that she is joining Ipsos. Her ideas and expertise will unlock growth for our clients.

Karen Fraser says,

There has never been a more important role for brands in charting a course towards a more sustainable form of consumerism. We believe that brands have a unique opportunity to use creativity as their competitive advantage and smart marketers recognise the power of breakthrough ideas and insight to drive forward. I am delighted to be joining Ipsos at this pivotal time for the industry.