Atkinson, 41, joins from Ireland on Sunday, where he has been the commercial director since 2003. Before that, he spent 13 years at Associated Newspapers in a variety of posts, including head of commercial trading and head of newspaper sales at The Mail on Sunday.
He takes over Adshel's point-of-sale opportunities, phone kiosk sites and poster sites in shopping centres and at Birmingham International Airport.
Butterworth is leaving to become the sales director of Adshel in Australia.
Julie France, the managing director of Adshel, said: "I am delighted that Rob is joining us. His commercial experience and knowledge of the media industry will be invaluable as we look to develop."