LONDON — Don’t Cry Wolf has appointed former Hotwire creative director Tom Rouse as its first director of creative and strategy.

Rouse left Hotwire last summer and has been working as a consultant for Don’t Cry Wolf in the interim. He worked alongside Don’t Cry Wolf founder John Brown while they were both at the agency.

In his previous role, Rouse he worked with brands such as Ubisoft, Microsoft, BBC, Homeaway, Travelex and Innocent. He joins the Don’t Cry Wolf management board and will be working with clients including Manhattan TV and nut butter producer Meridian Foods, for which the agency won the consumer PR brief in April.

Don’t Cry Wolf managing director Sara Collinge said: “Tom is one of the most brilliant comms professionals I've come across. He has already delivered some absolutely astonishing work and we feel extremely lucky to have him.”

Rouse added: “It's been a joy working with Don't Cry Wolf over the past few months and I'm delighted to have the support of the whole dressing room. The ambition of the team and their commitment to giving clients 110% means it was an absolute no brainer to turn our loan deal into a permanent signing.”