Pete Pedersen is joining Grayling as CEO on March 1, taking over for Michael Murphy, who announced last July his plan to step down.

The nearly 20-year veteran of Edelman has served as global chair of its technology practice, working on Microsoft and its Xbox unit.

Peter Chadlington, CEO of Grayling parent Huntsworth, called Pedersen a “seasoned operator with a long experience of winning and handling global accounts.”

Pedersen’s technical savvy will bolster Grayling as it builds out its digital capabilities. The goal is to position as a global firm with social media and technology at its core.

Grayling, which relies on Europe and the U.K. for 60 percent of revenues, expects to buck the downturn in those markets.

Due to “rigorous cost control,” Grayling is on target to deliver a double-digit improvement in profitability compared to 2011.