The agency said Potter will work with the insight team, design studio and client directors to "deliver engaging stories, content and experiences across the company’s corporate, consumer and employee practice areas".
Potter spent three years at Metro, where he led the content, social media and SEO strategy across all editorial areas of Metro.co.uk. He also helped oversee the implementation of its shareable content strategy, which has been credited with lifting audience levels by 300 per cent.
Potter will report to James Warren, head of digital EMEA, who said: "Alistair has had a broad and varied career in journalism, covering news, entertainment and sport, and is the perfect man to grow our content business.
"Alistair will be responsible for bringing to life our vision of putting content at the heart of every client engagement we deliver and creating stories that really influence the way people think and behave."