Adam Petrie

Assistant Director, Brand and Strategic Communications, CLIC Sargent


Adam has a big passion for the sector, having worked predominantly for not-for-profits since leaving the world of football stickers 15 years ago. Since then he has worked across a wide range of charity comms, with particular focus on media relations, creating compelling publications and campaigns, and nurturing brands to better reflect a charity’s mission.

Adam is currently Associate Director of Brand and Strategic Communications at CLIC Sargent, with the remit of immersing the brand across all aspects of the charity. Prior to his current role, Adam was Director of Comms and Marketing at Shooting Star Chase children’s hospice, where he led a rebrand tasked with breaking the deep-rooted misconceptions associated with children’s hospices. The creation of a group of fingerprint characters called The Friendlies – which communicate both the fun and sensitive nature of children’s hospices – won the Third Sector Award for Brand Development in 2014.

Adam’s experience also includes working in a media capacity at major sporting events culminating in two years at London 2012, where he helped to set up and deliver the official Olympic and Paralympic News Service.

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