Armstrong will be tasked with bringing a more connected approach to business development at the company, working across relationships, reputation, products and commercial performance.

Armstrong will report directly to One Minute to Midnight co-founders and co-chief executives Paul Laver and Doug Dunn, and also seek to support the firm’s expansion in the technology, entertainment, gaming, consumer goods, hospitality and premium brands sectors.

Prior to joining One Minute to Midnight, Armstrong was global growth and marketing director at Iris North America.

Other previous jobs include spells at Brandon Consultants and Leo Burnett Toronto and Chicago.

In addition to Armstrong’s appointment, One Minute to Midnight has adopted a new visual identity, including changing the company’s positioning to being a “human meaning company”.

The changes also follow the recent hiring of Naveena Samuel as the company’s first president of its intellectual property and content practice.

Laver said: “AI can analyse information faster and create enormous efficiencies, but it also risks accelerating what we call ‘The Great Flattening’ where businesses use the same information and tools to arrive at increasingly similar answers.

“Clients need sharper interpretation, greater imagination and a deeper understanding of what their data means.”