Starcom Motive Partnership reveals management line-up

Starcom Motive Partnership, the top-three UK agency to be created by the merger of Starcom and Motive in April, announced its management line-up last week.

Starcom Motive Partnership, the top-three UK agency to be created

by the merger of Starcom and Motive in April, announced its management

line-up last week.



Mark Cranmer, Motive’s managing director, will head SMP’s Europe, Middle

East and Africa office. He will oversee a combined client list that will

include P&G, McDonald’s and Heinz from Starcom, as well as Motive’s key

clients Levi’s, NatWest and Whitbread.



Starcom will move its employees into Motive’s Soho office, creating a

140-strong workforce, and will open for business with pounds 440 million

in billings.



Cranmer will oversee a management team hand-picked from Bartle Bogle

Hegarty’s media arm Motive and Leo Burnett’s media shop Starcom.



Richard Beaven, Starcom’s joint managing director, is to become

executive UK planning director in the new line-up, while David

Connolly’s job title will change from joint managing director to

executive director, European.



Kevin Brown, Motive’s strategic development director, client services

director Iain Jacob and buying director Andy Roberts, will retain their

roles but on an executive level.



Starcom has just learned it will bring extra billings to the deal,

having won the pounds 24 million North European brief for Lego. The

business will cover the UK, Ireland, Scandinavia and the Netherlands,

with an estimated pounds 8 million set aside for Britain. Beaven and

group media director Michelle Steggles will run the account.



Starcom has also swiped the pounds 18 million media planning contract

for Heinz from the Billett Consultancy. The agency already handles

buying for Heinz.



Group media director Agostino Di Falco will head the account.



Account teams will stay intact for the time being. Aside from Levi’s,

NatWest and Whitbread, Motive’s big-spending clients include One2One,

ITV and WH Smith, while Starcom works for McDonald’s and United

Biscuits.



SMP insisted there were no client conflicts.



Leo Burnett and BBH first began talks about merging the two agencies in

1997, but the deal fell through at the 11th hour because of internal

politics. The pair resumed negotiations at the end of last year (Media

Business, 8 November).



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