LONDON — Instinctif Partners has appointed Edward Amory as managing director to support growth and drive its integrated communications offer.

Amory joins Instinctif after eight years at Freuds, where he was managing partner with a focus on reputation advice and senior counsel for global clients across sectors including financial services, FMCG, media, energy, pharmaceuticals and public sector institutions, as well as individuals.

Before Freuds, Amory was a political commentator for the Daily Mail newspaper for a decade. He remains a senior advisor to social entrepreneurs’ network Ashoka UK.

In his new role, which he takes up in September, Amory will join the executive board and will work closely with Instinctif CEO Tim Linacre, who said: “I am thrilled that Ed has agreed to join the firm to be an integral member of the leadership team. He brings tremendous expertise and knowledge to the business and his experience will be invaluable as we continue to grow Instinctif.”

Amory said the agency was a “great business with numerous strong client relationships, hugely talented professionals, and enormous potential for growth” that had “weathered the storms of the past few months so well.”

He added: “Recent events are a reminder that while reputation has never been more significant, what matters today for private and public institutions is explaining their core business and societal purpose to key audiences in simple and authentic terms. I am committed to supporting current and future Instinctif clients in building trust as they navigate a world in which nothing is certain, and change is now a constant.”

Instinctif Partners is independently owned, with the majority stake held by private equity firm LDC. Other recent senior hires include former Golin deputy managing director Emily Luscombe joining as client services director in February this year. The agency shut down its Asian operations in January.