Sykes (pictured), who will head the London office, was previously managing partner at McCann Worldgroup. He will remain client lead for that company in its role as official marketing services provider to the London 2012 Olympic and Paralympic Games, alongside his new role at FutureBrand.
In his new role, Sykes will report directly to Patrick Smith, global chief executive of FutureBrand.
Smith says, ‘[Sykes] has a strong background in design, brand strategy and advertising, and a proven track record with clients at a most senior level which is why I believe he will be a tremendous addition to FutureBrand’s leadership team.’
In the newly created role of chief digital officer, Adams will be initially be responsible for evolving the consultancy’s intellectual property, consulting tools and processes with a focus on social technologies.
Adams was a co-founder of digital agency Mook and most recently European head of strategy at Sapientnitro.