Roberts will work across all of Euro's accounts and will report to its director of creativity, Gerry Moira. He joins from the independent digital agency BD-Ntwk, where he was the creative director, working on projects for brands including Coca-Cola football, eBay and Peugeot.
He will not produce digital campaigns for Euro clients, but will advise teams on areas of campaigns which would suit digital elements. All executional work will continue to be handled by Euro RSCG 4D, the agency's digital sister network.
Moira said: "Digital isn't a separate division at Euro because we don't want to create a ghetto. I want all the creatives here to think digital on all of the campaigns they produce. Adam is here to make sure all of the teams have a digital perspective."
The South African-born Roberts began his career in 1997 as a designer at Tool, the digital arm of TBWA\Hunt Lascaris. He then joined Tinderbox Johannesburg as its creative director.