Collins will report to Mark Roalfe, RKCR/Y&R's founding partner and executive creative director. He replaces Ben Priest, who quit in June to launch a start-up with James Murphy and David Golding, RKCR/Y&R's chief executive and planning director.
Collins joined Mother in February 2005 to run the £35 million Boots account. He began his career at Gold Greenlees Trott and had stints at Saatchi & Saatchi, Abbott Mead Vickers BBDO and Lowe, where he was the creative director with Tony Barry.
His appointment leaves only Golding's planning director position vacant at RKCR/Y&R - it promoted Richard Exon from managing director to chief executive in July.