Jason Coward has been made the managing director of WCRS while his predecessor, Charles Vallance, has been given the new role of executive strategy director.
Vallance was the planning director of WCRS before he was made the managing director in February 1999. He is thought to be more comfortable with the strategic side of the business than with day-to-day people management; hence the creation of a new role for him.
Coward joined WCRS as a group account director from TBWA GGT Simons Palmer in October 1998, and has since worked with First Direct, Sara Lee, Sky, Danish Bacon and Orange.
He said: 'This agency is full of some of the finest people I've come across in advertising. My new job as managing director is about making sure the agency and its clients get to exploit their energy and talent to the full.'
Stephen Woodford, the chief executive of WCRS, said: 'Jason is a very popular choice because he's a great team player who gets the best out of people. He has an open, collaborative style that fits exactly with what we are trying to do.'
At TBWA, Coward was a group account director on the Nissan and News International accounts. He joined the agency in 1995 from Bates UK, where he was the board account director on the Safeway business.
The management shake-up comes as WCRS begins to settle down after a rollercoaster year. The agency has recently won the pounds 44 million Vodafone account and the pounds 100 million Vizzavi pan-European business, but it has also suffered a number of major setbacks in recent months.
In 2000, WCRS lost its flagship Orange account. The agency was also forced to resign its Land Rover business and lost the Sega Europe and the Carling accounts after they were put up for pitch.
Separately, Peter Spratt, the creative services and production director of WCRS, has been promoted to become the agency's operations director.
He joined from Bartle Bogle Hegarty as head of creative services in 1993.