O'Connell, who was previously at PR agencies Grayling and Taylor Herring, will play a key role in the development of Wolf’s consumer community. This community was a key component of The Lounge Group’s working process prior to its merger earlier this month with Evoke and Ampp to form Wolf.
The Wolf Community is made up of 2,500 consumers across all demographics and will be used by the agency to develop insights to inform creative solutions. The agency will use the community to future-proof any ideas it may present.
O'Connell said: "I’m delighted to be joining Wolf at the start of its life and look forward to building on the work that was being done across the three previous businesses, and making Wolf’s social media output as distinctive as its community."
Clive Mishon, chairman of Wolf, added: "The merging of three businesses to create Wolf was just the beginning of the investment. Ashleigh’s recruitment is part of an ongoing programme to ensure that we have all the right skills in place to create truly differentiated and effective brand experience campaigns."
Wolf Brand Experience’s key clients include Kellogg’s, Adidas, Arcadia, Shire Pharmaceutical and Ben Sherman.
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