The change will see Wragg supervise Millward Brown's quantitative research teams and its brand valuation, media strategy and online research business. He replaces Trevor Acreman, who has become head of business development.
Warwick Nash, UK and Ireland CEO, said: "Tim will bring a fresh perspective to our business and will be a critical part of delivering our broad range of brand, media and marketing communications research consultancy and services."
Wragg, who won the British Market Research Society award for best new thinking in 2001, was previously a global director for rival research company NOP World before joining Millward Brown.
The change marks a busy first quarter for the company, which appointed Robert Vinet as head of its French business in January.
Millward Brown was also chosen by Morgan Stanley to conduct research and brand tracking for the relaunch of its 拢25m Goldfish credit card campaign last month.
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