Rice previously ran his own digital marketing and comms agency Riot Digital.
In his new role, Rice will be responsible for managing and activating creative ideas across all digital disciplines as part of integrated or standalone campaigns across the agency’s entertainment, arts, culture and lifestyle clients.
He will lead teams in researching digital concepts for campaigns, provide digital and social strategy across the agency and identify new business leads.
As part of expanding its social offering, the agency said it has signed new talent from the YouTube community, although their identities have not been disclosed.
The 'social talent' will be incorporated as part of the agency’s offering across its client base. They will attend events to increase exposure in the media, as well as hosting events, competitions and interviews on their social media channels.
Abigail Muller, chief operating officer at Premier, said: "Chris’s appointment and the YouTube signings will enable Premier to provide new and exciting opportunities for rising social talent and continue to strengthen our existing offering for our clients by providing an integrated service that also includes a high level of social and digital support."
Rice said: "As digital and social media have developed a constant, ‘always-on’ presence within the life of the modern consumer, it’s never been more important to create impressive and measureable digital and social strategies for clients."