Chris Lines will take up the post on 4 April, charged with building a programme for repositioning the area. He joined the agency as regional image manager last December and was previously PR and sponsorships manager at Berghaus.
'We established, after extensive research, that the general public has a very low level of awareness about what the North-East offers,' he said.
'The regional image campaign is a major part of the larger regional economic strategy and I will continue to head that up. If we're going to improve our performance as a region, we're going to have to improve the region as a whole."
As head of PR, he will lead a team of ten and report to head of corporate comms Stacey Hall. He will also liaise with the tourism team, which was recently folded into the agency.
'These are exciting times for the North-East, both for people in the region and outside it,' Lines said. 'This was a fantastic opportunity.
I am a son of the North-East and I love my region. The opportunity to to put something back was something I couldn't turn down.'
The agency covers the area from Berwick to the Tees Valley and employs 372 people.
One North East is also taking a co-ordinating role in helping government departments and agencies relocate to the region.
It is helping departments assess their needs, introducing them to intermediaries, such as property developers and recruitment consultants, and helping relocation managers make the business case for the North-East.