Adamson (pictured) will be positioned between the company’s digital and brand strategy teams, and will be tasked with blending consumer research with the development of strategies drawn from digital and cultural trends.

Before joining Edelman, Adamson was client director at Epiphany, a research-based consultancy, where he managed one of the firm’s largest accounts and led a team of senior consultants.

Adamson is also former head of research and insights at social-first creative agency NewGen and helped develop the research department at social agency Social Chain.

Christiana Courtright, head of digital for the Netherlands at Edelman, said: “Alfie brings unparalleled expertise in leveraging data to uncover emerging trends, spot opportunities, and deliver measurable impact for our clients. We’re thrilled to welcome him to the team as we continue to innovate and elevate the work we do every day.

“With expertise in trend analysis, digital tools, and data-driven storytelling, his approach aligns seamlessly with Edelman’s mission to help clients build trust and thrive in today’s complex media landscape.”

Adamson added: “When Edelman approached me with this role, it felt like it had been created just for me. I instantly knew it was the next step in my career.

“My aim is to guide brands through their communication strategies using digital insights and consumer research, ultimately helping clients evolve, promote and protect their brands and reputations.”