McLeod, who will report to director of marketing Nigel Marson, will oversee advertising concessions on London transportation, including the £800m 10-year contract for the London Underground, which was retained by Viacom Outdoor in May.
After a short stint as a managing partner at McCann Erickson, McLeod has been running his own consultancy since 2003 and working as a director of a number of marketing-oriented businesses including US pizza delivery company Papa John's, and Ads In Store, an in-store media venture with the Dixons Stores Group.
He is expected to be involved in the tender process for any future distribution of free newspapers on the Tube network, and will also take charge of educating the public on London's Congestion Charge, which is due to be rolled out into the West of London from February 19 next year.
McLeod's career in advertising and marketing began at Leagas Delaney in 1982. He went on to work at Saatchi & Saatchi where he progressed to be a group director and worked on accounts such as Procter & Gamble and IBM.
He left Saatchis in 1987 to join Laing Henry but returned to Saatchi & Saatchi in 1995 when it bought the agency.
In 1996, he joined Collet Dickenson Pearce, famous for campaigns for Hamlet, Benson & Hedges and Hovis.
As chief executive, he developed its marketing communications offering, setting up PR, direct marketing and digital subsidiaries. He was also a director of its media joint venture with CIA.
A former chairman of the Marketing Society, he currently heads the fellows group at the industry body.
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