Adele Wilson, a former planning director at CheethamBell JWT has joined Tangerine PR as head of strategic insight and planning.

With almost 30 years experience in the sector, she’s spent the last 12 years on the agency side, including time as senior planner at McCann Manchester.

“Creating a dedicated team that is solely focused on insights and planning has been a natural next step – and being a bigger agency means that we can have specialists doing what they’re good at, making Adele the perfect fit for us,” said Sandy Lindsay, Tangerine’s founder and group MD.

Wilson specialises in developing integrated communications strategies and campaigns for B2C and B2B brands and she’s worked with the likes of Budweiser, Durex, Dr. Oetker and Novartis.

“PR has been going through a very interesting transition over the past decade. Rather than just being part of the marketing mix, PR – when done well – is a driving force, providing the strategic direction for integrated, multi-channel campaigns fuelled by channel neutral creative ideas and engaging content,” she said.

“Tangerine has been at the forefront of this shift and acts as a lead strategic agency for the majority of its broad client portfolio. After another year of tremendous growth, the agency recognised a clear opportunity for a dedicated strategic planning function to make a real difference for its clients and I’m incredibly excited about working with the team to shape this new offer.”