The shake-up follows agency founder Jilly Forster selling part of the agency to management and employees last year, and marks a departure from teams being clustered around specific clients, explained director Peter Gilheany.
It will see the corporate team, which works for clients such as Forum For The Future, focus on areas including thought leadership or profile raising, added Gilheaney.
Meanwhile, the campaigns team will number around ten and focus on consumer-facing work, with clients such as charity Electrical Safety First.
"We’ve done a lot of work with organisations to help them figure out their reason for existing beyond profit, which we term 'social purpose'," Gilheaney said.
"This led to us focusing on our own purpose, which is to create change. The change helps sharpen our practice."
The corporate practice will be led by Byrne, a former Lawn Tennis Association comms head who has worked as a consultant since leaving the LTA at the end of last year.
In addition to her three years at the LTA, Byrne has more than two decades of consultancy and in-house experience including stints at Edelman, ReputationInc and the Confederation of British Industry.
George Ames has been promoted to head the campaigns arm, with the two new divisions sitting alongside the existing creative team.