Punia joins from multinational metals and mining company Rio Tinto, where he was principal adviser of digital communications for three years.
This follows the appointment of P&MM's Chris Clarke, who joined Adding Value this week as director of strategy.
Randle Stonier, chief executive officer of Adding Value, said: "Digital is increasingly important to us. Our objective with this newly created role is to establish a core team of leadership to ensure there is focus, drive and momentum in the digital and social sphere at Adding Value.
"Rav was appointed because we wanted someone who had a good understanding of digital communications, but the first prerequisite was someone who could communicate to clients without using complicated technical terms. Rav has also worked for an agency and client side, so he has a useful blend of perspectives.
"Rav currently manages one person, but we will be recruiting in parallel with creating new opportunities.
"Adding Value Digital will offer a range of services including social media consultancy, full web design and development, and mobile solutions."
Punia added: "I was attracted to the role because there are lots of opportunities in digital and social, but also, on a personal level, I was attracted by the mix of personalities at the agency.
"The opportunities to create a 'wow' factor at live events through technology are endless. Technology can be used to drive engagement, to connect people to your brand and to amplify the live experience.
"We are now seeing the 3D printing of food and it will be interesting to see how new technologies will affect live events over the next few years. We are only limited by our imagination."
C&IT exclusively revealed this week that Adding Value has won a two-way pitch against Smyle to secure Peugeot's National Business Meeting.