Amaze PR has appointed Edward Bass as its new social media manager.

Bass will be leading Amaze’s growing Social Media practice, working alongside its established PR, media and consumer engagement teams to orchestrate cross channel initiatives with greater precision.

Bass joins from Journey 9 where he was digital lead for the agency’s work with Jaguar and US food giant General Mills. Bass, who is a regular contributor to the influential technology website The Next Web, brings a wealth of experience in social media strategy and innovation, content development and social commerce.

Amaze PR director Sandra McDowell comments: "Edward’s digital curiosity and background in web development provides the perfect bridge between our technology and content teams   As social media becomes more pervasive, the role of the consultancy as conductor rather than player couldn’t be more prevalent, and Edward is well placed to take up this more strategic mantle."

Edward joins as the agency celebrates a recent win from Manchester City Football Club.

Bass comments: "It’s great to join an agency whose perspective on the future of social and digital are very much aligned with my own. I’m looking forward to evolving the social offering and helping Amaze develop solutions which harness the power of social data to drive brand engagement to the next level."