Elms had been with Publicis for about four years. He joins the London offices of Future next week, reporting to Malcolm Stoodley, ad director of Future's London titles.
He takes charge of Future's PC advertising, PC specialist and audiovisual sales teams, all of which now sell under the umbrella brand of techradar.com in London. The new proposition is part of Future's strategy to offer a more wholesale sell across its various brands.
Elms, whose position is not being replaced, held various roles at Starcom, including press manager and media manager.