The agency has expanded its traditional business by adding channel marketing, digital and consulting capability in the last year.
Urey was at HP for 13 years and was a director of the imaging and printing division. He left to start up his own consultancy called Fearless, working for clients including Epson.
Paul Cash, managing director of Tidalwave, said: "Peter has an enormous passion for technology and the energy, intellect and experience to help senior technology marketers with their biggest challenges."
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