Roekens will work alongside Grey’s leaders in each country to help them understand, implement and integrate new ways of working with technology across their businesses.
He reports to David Patton, Grey’s EMEA president and chief executive.
Roekens was chief technology officer at AMV – a position he took up in 2012 – and helped launch the agency’s product innovation arm XLAB.
Before AMV, Roekens held the same role at Wunderman for four years. He has also worked at IBM.
Patton said: "Gregory will be responsible for forcing us to review and reshape our ways of working across everything we do. From how we conceive, create and build ideas to how we launch campaigns, support our network and work with new technology partners within and beyond WPP to create a robust business."