Starcom Motive restructure pools buying arrangements

Starcom Motive has launched an extensive restructure, pooling the

agency's buying arrangements for the first time and folding the digital

unit, Starcom IP, into the main operation.



The new structure, designed by the chief executive, Mark Cranmer, splits

the company into three divisions - the Starcom Intelligence Unit, the

Strategy and Management Unit and the Investment Unit. Starcom IP is to

be incorporated into the Strategy and Management Unit.



"It's making digital more important, not less so," Starcom Motive's

managing director, Iain Jacob, said. "It needs to be considered

alongside other media rather than being sidelined into a

specialism."



The Strategy and Management division, led by Jacob, functions a central

account handling unit, incorporating content development and sponsorship

resources and more conventional planning.



"As new channels have come up, a lot of the services provided by media

companies have become fragmented," Jacob said. "We're creating a hub for

the agency that will be capable of driving the whole media

communications vision."



Buying, previously handled on an account-by-account basis, will be

pooled into the Investment Unit under Andy Roberts. Along with the

Strategy and Management Unit, Investment will draw on the resources of

the SIU, a new division for analysis, and research resources and will be

headed by Agostino Di Falco.



"The future of effective trading is having better market intelligence,

not just numbers," Jacob said.



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