Greenfield will continue as chief executive officer of Millward Brown's North American qualitative division, Greenfield Consulting Group, in addition to his new global role, which carries a place on the firm's main board.
Bob Meyers, the Millward Brown Group chief executive officer that Greenfield reports directly to, said: "Andy's appointment to chairman is the next step in a global strategy implemented in 1999 with Millward Brown's acquisitions of leading qualitative firms around the world."
Greenfield, who founded Greenfield Consulting Group 23 years ago, said: "I see tremendous opportunity to grow our global qualitative practice through increased levels of global collaboration, project execution and shared best practices."
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