This position immediately elevates Purser to board level and has an emphasis on strengthening the team.
In addition to the main responsibility of developing and championing strategic planning, Purser will be expected to implement agency-wide planning tools and strengthen the delivery of imaginative work at the agency.
Purser spent two years at Modem Media, latterly running the HP account across Europe, Middle East and Africa.
Prior to Modem, he formed Latency, a strategic marketing consultancy, working with a number of clients including Microsoft, Daimler Chrysler and Tesco.
Purser said: "I look forward to building the strategic planning unit and placing it at the heart of Wheel's business.
"The continued growth of digital underlines the increasing need for digital planners to be driving the integrated marketing agenda."
Ewan Sturgeon, Wheel managing director, said: "It is critical to Wheel's growth that we appoint people of Christian's calibre.
"His experience of full-service digital thinking and dealing with high-profile clients can only enhance our planning reputation."
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