George will be responsible for developing strategic partnerships and alliances to create new media marketplace initiatives that make digital marketing more efficient and effective.
He takes up his new role in addition to his position leading Universal McCann's digital and new media practices.
Nick Brien, president and chief executive of Mediabrands, said: "Digital is now a fundamental part of everything we do.
"As a result of constant digital enhancements, basic human behaviour continues to alter.
"To help our clients navigate the new world with speed and sophistication, Quentin will constantly examine investments and partnerships in digital areas such as mobile, search and social platforms."
George joined Universal McCann as global lead of digital media and strategic innovation in April 2007.
Prior to this, he served as chief of corporate development and managing director for US digital marketing agency Organic, where he grew the business substantially since joining in October 2004.
Interpublic created Mediabrands last year to manage all of its global media-related assets. The holding company employs 6,500 communications specialists and operates in 90 countries.
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