King, 41, has worked with Chime through HHCL/Red Cell, where he was a media strategist. He will share the managing director role with Petra Osborne, a founding partner of the business.
The appointment marks an attempt by Sue Farr, Chime's chairman, to develop Pure's consumer media offering following its launch a year ago. King takes responsibility for the division while Osborne will continue to handle the property advertising side of the company.
King will be responsible for running accounts including Autoglass and GNER. He said the strategy was for him to grow Pure's higher-volume, lower-margin consumer media arm while Osborne looks after low-volume, high-margin property accounts.