Royce joins Freuds from video tech company Rockabox, which he joined in 2013. Before this he spent almost 13 years at Isobar, the Dentsu-owned digital agency, where he won 15 Cannes Lions for his work.
Royce is set to join Freuds next month. He will work with the agency's existing clients including Diageo, PepsiCo, Nike, Mars, Compare The Market and Asda to develop new creative campaigns.
Royce said: "Freuds is a unique company that I have admired from afar. The opportunity to work with some of the most talented, experienced and connected people in the business was too good to pass up. I can't wait to get going."
Andrew McGuinness, CEO at Freuds, said: "Throughout our 30-year history, Freuds has developed a reputation for outstanding creativity. Seb is one of the most accomplished and energetic creative directors around and with his incredible experience, endless curiosity and sharp creative mind, he will be a fantastic addition to our company as we continue to create game changing campaigns for our clients."
Royce's appointment follows Andrew McGuinness joining the organisation as CEO last year. Partnership director Giles Pocock and director of talent Chloe Franses both joined Freuds in recent months.