Greatrex, a former managing director of Zenith Media, will run DNA Media as part of the agency's full-service offering. Since leaving Zenith in 2003, following its merger with Optimedia, Greatrex worked as a consultant, before becoming the chief executive at the broadband TV company a2a Group. He left a2a last August, following its flotation on the Ofex market.
DNA Media was launched in 2002 and became part of Avenue A/Razorfish following the acquisition of DNA in 2005. DNA's list of clients includes WeightWatchers, Starwood Hotels and UK Online. Greatrex will be working with DNA's other directors to help clients understand the impact of their online media.
Chris Perry, the managing director of DNA, said: "By marrying Tim's experience of the UK marketplace with the way Avenue A/Razorfish optimises media, we are ideally positioned to generate significantly greater ROI for our clients' online spend."