LONDON — Tin Man has made two senior hires to expand its growing ‘corpsumer’ practice, appointing two in-house communications leaders.

The agency has appointed Natalie Adams (pictured) as corpsumer practice director. Adams has worked at agencies including Freuds and Teneo and latterly spent five years as director of public relations at travel company MSC Cruises.

Tin Man’s previous head of corpsumer, Sean Allen-Moy, recently joined Hill+Knowlton Strategies as head of media relations in the UK.

In addition, former Save the Children media team leader Franchesca Allen joins Tin Man as senior account director in the agency’s integrated practice. In her two years at the charity, Allen worked on campaigns such as the annual Christmas Jumper Day. She was previously a consultant at the Disasters Emergency Committee (DEC), Macmillan Cancer Support and Breast Cancer Now and spent nearly six years agency-side at The Romans, Taylor Herring and Kaper.

Adams and Allen will be working across Tin Man’s existing clients providing strategic corporate counsel for the likes of Brown-Forman, Guide Dogs and architect and interior design studio Penson, as well as new integrated clients. Adams will also act as a senior crisis communications advisor across the full agency portfolio.

Tin Man Founder and CEO, Mandy Sharp, said the duo brought a combination of strategic media counsel, message development and corporate storytelling for brands such as McDonalds, Mondelez, Walkers and Heineken to the agency’s client offer.

She said the agency’s focus on “communications with heart” and creating emotional connections “transcends all comms, whether that be corporate, consumer or otherwise, and allows us to offer brands a cohesive positioning to build awareness, change behaviour or manage reputation.”

Adams added: “The way we consume media has changed and we need to adapt to reflect this. An integrated, audience first approach with blended teams sitting together is the best way to provide clients with the dynamic solutions they need to achieve their objectives. Best in class strategic support and award-winning creative counsel all in one place is the best of both worlds.”

Tin Man announced a restructure earlier this year following a period of growth, creating four practices, each worth £1 million – £2 million in fees.