GGT is merging its planning and creative departments as part of a
wholesale restructuring of the agency.
Grant Duncan, the agency’s managing director, announced the changes this
week. They involve scrapping the traditional linear agency structure in
favour of grouping creative, planning and information functions into
one unit, and account management and production staff in another.
Under this system, planners will work alongside creative pairs in so-
called innovation teams, which will be located around a central
information department on the second floor of the agency’s Dean Street
Five open-plan ‘consumer idea zones’ will be set up as areas dedicated
to various demographics, according to Duncan. Each of these zones -
along the lines of the housewife zone, the youth zone and the lads zone
- will house information and media, including TV programmes, pertaining
to the demographic. Each zone will be used for meetings and focus groups
as well as an inspirational area.
Account managers and production staff will be housed in first-floor
offices in an ‘enterprise unit’. Four account clusters’ will consist of
a dedicated account team, a production manager and a process manager.
Account managers will be encouraged to become more adept at spotting
commercial opportunities on behalf of both agency and client.
In addition, the agency’s traffic department has been revamped into a
so-called process management team, which will keep work flowing and
also act as a communications link between the enterprise and innovation
Duncan said he had opted for the two-unit system to help the agency meet
challenges from clients who are moving away from treating advertising as
an isolated discipline and are now demanding a more integrated
He said he hoped the structure would stimulate cross-fertilisation
between disciplines and encourage innovation across the board.
Builders have started work on alterations and should be finished by the
end of the month.