Groves will lead Edelman’s digital team, as well as enhancing the digital experience for Edelman’s clients across all sectors and specialisms.
He became Mother London’s first operations director in 2013, responsible for integrated production, the agency’s digital capabilities and design practice.
He was previously Saatchi & Saatchi’s director of integration. During his time there, he led the acquisition and integration of Outside Line, a top five digital and social business. Before that, he held the same role at Fallon.
Groves also established a digital agency called 64k in the mid 1990s, which was folded into McCann Erickson. He has also worked at unit9 and Goodby Silverstein and Partners.
Edelman’s chief operation officer, Steve Spurr, said: "As digital has matured in our clients’ businesses, it is clear we needed someone who could help activate our offer across the owned, earned, paid matrix, but also advance our 70 strong team.
"Fusing Edelman’s earned media mindset with Matt’s experience across advertising, design, production and digital will further improve our ability to deliver on the full scope our clients expect from us."