Petrella joins from Wheel, where he spent four years in a number of roles before becoming the associate creative director.
During that time, he oversaw a creative department of 25 staff and worked on clients including Marks & Spencer, COI and Lloyds TSB. In his new role, Petrella will work across Proximity London's client portfolio as well as new business.
In addition to Petrella, Proximity has hired Hadleigh Smith as a senior producer and Nicole Renderbock as a producer. Smith joins from the digital content and media agency Transact Group, and Renderbock moves from Leo Burnett in Australia. The agency has also hired Mark Hillman, from Syzergy, as a copywriter.