Darlene McCormick joins from Belfast and Dublin–based Life Communications, which Freshwater bought in 2009.
McCormick said: ‘We have some very talented marcomms professionals and will combine their expertise with an innovative new product platform to create an agency within the group that offers fresh choice for clients.’
She will head up the relaunch of the agency’s UK-wide consumer, retail and lifestyle business later this year. McCormick founded Life Communications in 1999 and is currently Northern Ireland businesswoman of the year.
She joins after completing a two-year earn-out following Freshwater’s acquisition of Life. She will join the executive team.