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The move is part of Acxiom's efforts to boost its consulting credentials alongside its software, data and hosted database offerings.

The company has developed three consultancy strands: analytics and insight; technical consulting, and marketing effectiveness and strategy, which Regester will run across key European markets.

"Consulting is a critical way of supporting our clients as they work on challenges across all media," Nick Martin, Acxiom UK's managing director, said. "Hiring Shelagh is a further move in this area."

Acxiom's consulting teams "are now helping clients define their online strategies, to bring DM sensibilities into online and broadcast media," Martin added.

Regester, a well-known practitioner who has held senior roles in CACI and agency-side at Arc Worldwide, will report to Matt Mobley, European consulting leader.

In 2007 Regester quit as client services director at CACI to set up a consultancy business, Insight Success. Before that she was data strategy director at Arc Worldwide.

She has advised clients such as P&G, Fiat, Norwich Union and BT, and lectures for the IDM.