Hurricane was set up at the beginning of this year as an offshoot of technology sector marketing agency Tidalwave. It specialises in creative campaigns backed by web-based technology, offering email marketing, web analytics, campaign management and other web services.
Adams, who was digital strategy director at Chemistry, has a brief to help build the business alongside founder and managing director Paul Cash.
Currently clients include Samsung and NEC, but Adams said: "We want to take on brands that want to challenge convention."
Before joining Chemistry, Adams was a producer at BBC, working on interactive and user-generated content.
He has also written books on advertising and marketing, and worked in academia. Most recently he wrote the 2008 digital examination curriculum and papers for the Institute of Direct Marketing.