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Daley will take the newly created roles of chief strategist for the McCann World-group EMEA and worldwide director of strategic solutions.

In the European role, he will work closely with Brett Gosper, the president of McCann Worldgroup EMEA, in driving strategy for its biggest clients, including Nestlé and Unilever, as well as bringing in new business. He will also be available to work with specific agencies when needed.

In the global role, he will work in a similar capacity with the global leadership team in New York. However, he will spend more time in Europe than in the US.

Gosper said: "This is a time when clients want incredibly innovative ideas but with grounded thinking. Lee ?knows the company well and has built up great experience since working here last.

"He's compelling and charismatic and perfect for this role."

Daley began his first spell at McCann Erickson in London in 1990, before moving to the New York office in 1992.

In 1998, Daley became the chief strategy officer for McCann EMEA, but quit in 2001 to join WPP's Red Cell network as its worldwide chief executive.

He later moved to Saatchis, and left in 2007 to join Manchester United FC as its group commercial director - a job he held for only four months.

Since then, Daley has been, among other things, the strategic partner of Endeavor Marketing Services in New York.