Florence will have responsibility for the agency’s planning output across all its clients, including Sainsbury’s and Mondelez International. He will report to the PHD chief innovation officer, Frances Ralston-Good.
Florence has worked at PHD’s sister Omnicom agency MG OMD since 2008, handling brands such as John Lewis, Virgin Holidays and Sony PlayStation.
He started his career at Vizeum and Carat before spending a year as an audience planner at TBWA\London.
Ralston-Good said: "Mike’s appointment speaks volumes for his talent. His blend of creativity, intellectual rigour and cultural fit make him the perfect appointment."
Florence said: "PHD’s planning legacy makes this role the best of its kind in UK media. Being given the opportunity to build on that legacy is an honour."