Irvine, who joined the agency in 2008, will lead the team responsible for campaigns such as Missing Type for NHS Blood and Transplant with Engine, Shop Small for American Express and Chateau Peckham for Laithwaites.
The appointment continues CEO Alex Bigg’s reorganisation of the agency’s senior team, which has included the hire of Nick Barron as deputy CEO, Andy Bloxham as head of its corporate affairs practice and Ian Kirby as head of MHP’s recently-launched media unit.
Irvine said: “There’s never been a better and more exciting time to lead the brilliant brand team at MHP. PR is now at the forefront of strategic communications and our clients see us as the instigators of truly campaignable ideas which have reach across the comms mix.”
Bigg added: “Elevating Gemma to the lead role was an easy decision. Her track record of building trusted client relationships is outstanding. She understands how to stretch campaigns across the full spectrum of earned opportunities and deliver long-term brand transformation programmes.”