Independent ad agency RPA has hired Cliff Atkinson for the role of SVP, executive director, digital media. Atkinson will report to EVP, chief media officer Jim Helberg and will lead RPA’s entire digital media practice, inclusive of all strategy, social, programmatic, search and ad ops.

Atkinson comes to RPA from Saatchi & Saatchi L.A., where he held a similar role leading their digital strategy and investment practice. While at Saatchi, he was influential in pioneering greater synergies around the marriage of media and messaging. In his role at RPA, he will partner with cross-functional teams to further develop the agency’s suite of offerings as well as partner creative agencies.

“Cliff’s work in emerging platforms is impressive, and he will be relentless in our pursuit of best-in-class relationships, solutions and game-changing innovation that allows us to see around corners in this complex landscape,” said Helberg. “He brings a wealth of experience, knowledge, passion and humanity to our digital media practice.”

Prior to his more than 12 years at Saatchi & Saatchi L.A., Atkinson began his career at Grey NY and progressed through the digital world with key posts at various agencies, including Deutsch N.Y. and L.A. His account experience includes Toyota, Procter & Gamble, Coors Light, UnitedHealthcare, and the Discovery Channel.

Atkinson holds a bachelor’s degree in sociology from the University of Pennsylvania, where he also minored in computer science and engineering.