Former Speed associate director Collinge joins from tech specialist Clarity PR, where she was UK MD, bringing with her a 'shed-load of experience in the tech, corporate and start-up space'.
Don't Cry Wolf was launched at the start of the year by former Hotwire UK director John Brown. At the time, he said the consultancy – which offers brand strategy, creative and training services – would "help no-bullshit brands build affinity" and would not offer retainers or run press offices.
Collinge will manage her own portfolio of clients, as well as working alongside the management team to grow the business, keep it profitable and, above all, 'keep it honest'.
Brown said: "I’ve always wanted to surround myself with people who have a similar mindset and attitude and are smarter than me. Sara ticks those boxes and her bravery and commitment to what she believes in mildly terrifies me.
"Don't Cry Wolf has had an astonishing year so far. We've welcomed in some incredible clients, earned our B-Corp status and made a bit of money. Sara’s tenacity, professionalism and consultancy is exactly what this business is looking for to continue on this trajectory."
Collinge added: "I couldn't be more excited about the Don't Cry Wolf brand. Its no-bullshit philosophy and focus on delivering strategic and creative work for clients make it perfectly positioned to help brands who want to embrace truly authentic comms. I'm really looking forward to working with the team to deliver some smashing work, and continuing to terrify John on a daily basis."
Brown had been due to move to the US with Hotwire but instead left the company in 2017. Former Hotwire global CEO Brendon Craigie, now founder of Tyto, and other directors in London and New York, have also recently set up shop on their own after leaving the company.
Collinge's former employer, London-headquartered Clarity PR, expanded its footprint in the US in August with the acquisition of San Francisco agency DRSmedia.