Mr. Gerber is known as an outspoken evangelist for the use of interactive media and its role within the overall marketing mix.
Mr. Gerber comes to the Publicis Groupe unit after more than three years at WPP Group's The Digital Edge, New York, where he was senior vice president and director of media strategy, managing clients' digital media planning and buying strategies.
MediaVest CEO Laura Desmond said, "I think Adam embodies convergence -- one foot in the traditional media world and one foot in the new digital world. Convergence means that there are going to be new models applied to the traditional world."
Working within the TV group at MediaVest, Mr. Gerber is expected to bring his digital expertise to bear on some 80 Procter & Gamble Co. brands and explore new media advertising opportunities, interactive advertising and other emerging platforms for the package goods giant.
MediaVest is P&G's broadcast agency of record in the U.S.
Mr. Gerber, 34, began his career at MediaVest on the P&G account; he begins his new job April 28.