Research International operates in more than 50 countries and has over 2,500 employees. Mark will begin his new role on 1 May reporting to Eric Salama, chief executive of Kantar, WPP's insight, information and consultancy unit.
Cranmer will replace Roger Banks who is in discussions about another role within Kantar.
The appointment comes just months after WPP's acquisition of a majority share of Research International's Chinese business, and its purchase of Polish research company Pentor.
Cranmer has worked in a variety of advertising and media agencies. He created Motive for BBH before creating Starcom Motive for Publicis out of the deals involving BBH, Leo Burnett and D'Arcy.
Salama welcomed the appointment: "I'm thrilled that Mark is joining. He's entrepreneurial, understands what clients need and is committed to developing solutions proactively for them, is passionate about developing talent within his businesses and intolerant of average work."
Cranmer added: "I am really excited by the change in direction that Research International gives me. It's a strong global business, rich with unique capability and talent. I have spent the last year assessing the opportunities ahead of me and I'm convinced that RI's area of intelligent solutions through unique learning and insight provision is the space I want to be in. I am looking forward to adding new impetus and value to the team."
Former Starcom exec joins WPP research arm
Mark Cranmer, former chief executive of Starcom MediaVest, has been confirmed as the worldwide chief executive of the WPP Group’s Research International arm.
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