Rona, an American, will head Craik Jones' digital division. He will be charged with integrating digital with the agency's offline output, as well as producing online work across the agency's clients, such as Unilever and Diageo.
He replaces Mark Cripps, who left the agency to relocate to Hong Kong with his family.
Rona has worked at Digitas since 1999, when he joined its New York office. In London, he worked on Royal Bank of Scotland, GlaxoSmithKline and Unilever, among others. He was previously at Agency.com, also in New York, where he worked on Hewlett-Packard and Unilever.
Fiona Scott, Craik Jones' managing director, said: "The future of direct marketing lies in exploiting digital channels, but there is a shortage of experienced and talented people in the field. Patrick's digital credentials are first class and he has worked with some great brands. He also has the creative instincts and strategic marketing skills that we were seeking."
Rona said: "Craik Jones has an outstanding creative reputation and an enviable client list, but there is also a strong desire here to use digital media in the right way, which attracted me to the role."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.