In his previous role, Hands was credited with developing the company's inserts business for its national titles such as the Daily Mirror and Sunday Mirror.
He will continue in this role, as well as adding responsibility for inserts and leaflets for its regional titles as part of an effort to increase the £30 million revenues the business generates annually. Hands, who will continue to report into MGN Advertising, will also report to Gary McNish, the managing director of Amra, the company's national sales operation for regional press.