In her former life, Fitzgerald was distinctly outspoken in her views on the role of executive chairman, criticising both Independent News & Media and Smurfit for maintaining that post rather than keeping the positions of chairman and chief executive separate.

Fitzgerald, who has chaired the interim board of the agency for a year, was unrepentant on Friday, saying her argument had been with companies who maintained the combined role long-term.

"It's only for a year, " she pointed out.

"There will be a competition for the post of chief executive down the road, but the job has to be done now. We have got to merge two agencies."

Fitzgerald has signed a one-year contract for the job.

The main challenges, she said, will be "to continue our mission of being more aware of consumers", while doing the "huge organisational job" of integrating the Office of the Director of Consumer Affairs into the agency.