Gibbons (pictured) previously worked as adviser to former prime minister Tony Blair and was previously at communications consultancy Edelman where she headed up the corporate and public affairs practice. She has also served in PR roles at the Football Association and the Labour Party.

At Populus Gibbons will be charged with overseeing the firm’s communications and new business strategy.

Latham was previously an associate director at marketing communications group EuroRSCG Biss Lancaster following a spell with financial PR agency Tulchan Communications. In her new role at Populus she will be responsible for heading up various stakeholder research programmes.

Populus founder and MD Michael Simmonds said: “Jo and Alexia are two great additions to our team. Jo’s extensive experience in communications and politics at a senior level makes her an ideal fit for Populus and we are delighted to have persuaded her to join us to lead our new business and marketing strategy.”