Laurence, who was previously director of film and video at HGA Creative, takes on the role after he helped to double turnover in the agency's film and video division in 2013.
He succeeds HGA co-founder Michael Henderson, who takes on the role of chairman.
Henderson said: "There is no-one better placed to take up the role of MD than Dan and he has proved his commitment and value to this business over many years.
"He and I have worked closely together over the last three years to prepare him for the role that will see him take the agency on to the next stage of its development."
Laurence added: "This is a really exciting opportunity to shape the future of the agency and build on the excellent foundations already in place. We are immensely proud of the clients we work with and our incredibly talented team. I look forward to leading the team and helping us realise our true potential."
HGA Creative works with a range of high-profile national and international brands, including Shop Direct, Kellogg’s, Santander and Nationwide Building Society.