Wallace will help clients understand how applications fit into their digital strategies and create campaigns to drive traffic to customer apps in his new role.

Wallace will work alongside the technology, ecommerce, social and Google practice divisions and will report directly to chief digital officer Richard Davies.

Before joining MediaCom, Wallace founded marketing agency Mirum, where he focused on developing digital strategies for clients, and also created customer experience firm HeathWallace.

MediaCom UK is a media agency which is part of advertising and marketing giant WPP and GroupM, WPP’s consolidated media investment management arm.

Davies said: “Dave brings a wealth of digital experience that will be invaluable to us, our people and our clients.

“Dave will help us create world leading digital experiences for our clients and their customers, and we’re thrilled to see how he will shape and deliver our mission.”