LONDON — Edelman has hired OMD's Toby Gunton as GM of digital in its London office.

Gunton, who is head of innovation at OMD, will arrive at the agency in October following the departure of Edelman UK digital MD Matt Groves earlier this year, when the firm opted to embed digital capabilities across its practice groups, rather than retaining a standalone digital unit.

At OMD, Gunton led innovation in paid, owned and earned media, overseeing the media agency's realtime newsroom service and managing its social, content marketing, mobile and technology futures practices. Prior to OMD, Gunton held positions as chief digital officer and managing director at WCRS.

"We have assembled a community of digital, social and production specialists spanning creative technologies, UI, and digital transformation advice," said Edelman UK CEO Ed Williams. "In Toby we have an inspirational leader who can provide the next level of client advisory as well as further embed digital innovation across our client portfolio."

In addition to the UK executive team, Gunton will also join the Edelman Digital global practice led by Kevin King.