Cripps replaces Craik Jones' former head of digital, Nick Corston, who has left the agency after three years to join the online agency Agency.com.
Cripps joins after two years as a freelance consultant, during which time he advised Abbey on the rebuild of its rebranded website. He also worked as a consultant at TBWA\GGT, which has since become Tequila\London, and OgilvyOne. This followed a two-year spell at Draft London, where he launched its digital offering.
In his new role, Cripps will be charged with leading and developing Craik Jones' digital offering, which the agency plans to back with increased investment. It has created work for clients including Diageo, Orange and Land Rover.
Fiona Scott, the managing director of Craik Jones, said: "We are very excited about having Mark on board. Digital is an increasingly important communication channel for us.
"Mark's appointment will ensure that we continue to exploit the medium to its full potential both creatively and strategically."