PHD U.S. has named Craig Atkinson to the newly created role of president and chief digital officer, effective April 1.
In his new role, Atkinson will oversee all digital resources and integration. He will become part of the agency’s core management team, reporting directly to CEO Andrew McLean.
Atkinson joins PHD from parent company Omnicom Media Group, where he led the group’s strategic development of digital channels and oversaw client McDonald’s U.S. business, which is housed at PHD sister agency OMD.
McLean said Atkinson was a good fit for the new position given his “experience in building the digital integration model for McDonald’s, combined with his knowledge of the broader emerging channel marketplace.”
Atkinson joined OMD in 2006 as digital director, adding McDonald’s account lead duties in 2008.
Earlier, he held positions at Modem Media, Digitas and Arc Worldwide, developing digital marketing strategy and program development for clients such as Intel, Michelin, Washington Mutual and the U.S. Army.
Succeeding Atkinson on the McDonald’s account is Michael Solomon, most recently OMD’s Midwest digital director.
Atkinson joins the agency while it’s in the process of absorbing two big new clients—pharmaceutical giant GlaxoSmithKline’s U.S. assignment, with annual spending of $700 million, and the global account for Gap, with billings estimated at $350 million. Both pieces of business were won in December after formal reviews.