Elms, who will also have an executive-vice president role, takes over from Brian Jacobs who left last month. Elms has been replaced at Carat by her deputy Mark Greenstreet, who has been managing director of Carat Insight since 2000.
Jacobs, who is the former chief executive of Europe Middle East and Africa for Universal McCann, left the market research firm last month to launch a media consultancy called Brian Jacobs & Associates. He has hired former MindShare and Universal McCann executives Katia Fisher and Ruth Harris as consultants at the firm.
In her new role at Millward Brown Elms will lead the global media unit report to Eileen Campbell, president of global development.
According to Campbell, president of global development, said: "Increasingly, our clients are asking us to provide a holistic marketing perspective, including how creative communication and the manner in which that communication is deployed work together to build great brands. Sue's deep experience in developing and evaluating effective communications strategies will be invaluable to our progress in this area."
Nigel Sharrocks, chief executive for Aegis Media in the UK and Ireland, said: "Sue has played a big role in shaping Carat Insight into the market-leading force it now is. We're sad to see her go, but thank her for her contribution and wish her every success in the future."
Millward Brown Group CEO, Bob Meyers, added: "Understanding the rapidly evolving media environment, in particular how emerging and digital media can be used synergistically with more traditional media to build brands, is critical to the success of our clients across the globe. We are committed to developing our expertise and measurement capabilities in this area, and I am delighted that we have a person of Sue's excellent skills and experience to help lead the way".
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
.jpg)
.jpg)