Gordon is currently the chairman and chief executive of WWAV Rapp Collins Group, Rapp Collins' UK agency. His appointment at Rapp Collins Europe is an attempt to bring together its UK and continental Europe operations and promote greater consistency across its 14 European markets.
Rapp Collins Europe, which is aligned with the DDB Network, was previously run by Christophe Chenut as president but WWAV, acquired by Omnicom in 1994, continued to be run separately. Chenut will take on a new role in the DDB France Group.
Gordon will continue in his UK role, reporting to Anthony Wreford, the DAS Europe president and chief executive. In his new role he reports to Herve Brossard, the chairman and chief executive of DDB Continental Europe.
Omnicom is hoping that Rapp Collins can win more pan-European business.
Its current pan-European client list includes Sony, Pfizer and Western Union.
Gordon was made the chief executive of WWAV Rapp Collins Group in 2000 having previously been the group chief operating officer and before that running WWAV Rapp Collins Scotland.
He said: "People talked about pan-European direct marketing long before there was any real demand for it. Now that demand is very real and clients are demanding truly integrated networks."
Brossard said: "In order to maximise efficiency and cross-fertilise best practice, we now feel it makes sense to have one single management position to create a unified Rapp Collins organisation in Europe."
Rapp Collins' largest European operations are in France, Germany and the UK.
Gordon's role will include promoting best practice and consistency across all markets.
"Our aim is to ensure that Rapp Collins provides a consistent pan-European offering, a consistent proposition - leading the field not just in local markets but in pan-European DM," Gordon said.