Unity has appointed Genevieve Roberts, a freelance features writer and news reporter for The Independent, as the agency's first brand editorial consultant.

Coming from a journalism background, Genevieve brings an abundance of experience to the role, as well as unique insight. She is also the co-founder of Roberts & Some, a London-based copywriting and content creation company that she runs with her brother, Henry Roberts. Genevieve has experience working as a strategic planner, brand consultant and a copywriter for brands and agencies.

Genevieve will be working across the agency’s portfolio of consumer clients with a focus on brand storytelling, copywriting and media relations, as well as working on new business opportunities as the agency continues to grow. Alongside maintaining the tone and narrative identity of the agency’s output, Genevieve will continue to write news and features for The Independent, the Independent on Sunday and for glossy magazines.

Gerry Hopkinson, co-founder, says, “As soon as we met Gen we knew we wanted her in the Unity fold. Gen understands and shares our passion for developing creative campaigns that have human insight at the heart of them and we are thrilled to have her on board.”

Genevieve Roberts, brand editorial consultant, says, “I’m delighted to be joining the lively, creative minds at Unity. The agency is creating the most exciting – and effective - work in the industry because of its understanding of people. With the media landscape changing so rapidly, a real love for storytelling is becoming more crucial for brands than ever before. Brands are only able to have conversations with people they connect with – and I’m looking forward to working with Unity at the forefront of those changes in years to come.”

This latest hire comes in the wake of a successful stint at this year’s PR Week Awards, with Unity picking up three accolades for their work with M&S and Liverpool City Council.