LONDON — Tyto, the agency founded by ex-Hotwire global CEO Brendon Craigie, has hired Silke Rossmann as a partner and head of practice to spearhead growth in Germany and pan-European expansion across IT services and infrastructure clients.

Rossmann joins Tyto after seven years at Hotwire, where she ran the Frankfurt office and led EMEA-wide B2B accounts, with a focus on the IT services and infrastructure sectors. Rossmann also developed thought leadership programmes for established and emerging technology companies including Workday, Nuance and Citrix.

Craigie told the Holmes Report: “Our business plan was always to build a team of 30 consultants in our first four years of operating, with a solid foundation in the UK and then focusing on other European markets each year. We’ve been operating in Germany now for about a year, it’s a key market for tech firms in Europe, and we felt it was the right time to take things to the next level and bring in someone of Silke’s reputation.

He said Rossman was “one of the most highly-regarded professionals of her generation”  that he had worked with at Hotwire: “She has a rare and highly sought-after blend of local and EMEA experience that will be invaluable to technology businesses targeting Germany and the wider EMEA region. Rather than building local teams, we are trying to build an international, borderless team that is more reflective of the way modern businesses – especially fast-growing global enterprises – think, and Silke is a perfect fit.”

Rossman, who will be based in Frankfurt, told the Holmes Report: “Personally, the chance of joining the agency at an early stage to be part of building something new and exciting really spoke to me. And from a professional level, I strongly believe in Brendon’s ‘PR without borders’ approach in terms of geography and disciplines.”

She added: “I have been closely watching Tyto since the agency first started and it’s been incredible to see its achievements in such a short space of time. I’m really proud to join this great team of talented people.”

Craigie, who founded the agency in 2017, said the agency’s approach was a factor in its rapid growth: “In October we will be two years old and by that point we’ll have 20 employees. It’s not necessarily about being the biggest, it’s about working with the most exciting, fast-growing companies who want an agency across Europe. We’re very confident in our vision, and it’s endorsed by clients, 40% of whom already work with us across multiple geographies.”

Tyto’s clients include secure collaboration platform Wire, law firm Freshfields, payments fintech Laybuy and biometric security firm iProov. The agency also carries out pro bono work for the #techmums community. The agency recently hired digital comms specialist Dave Turnbull as a partner.