Omnicom is bringing its Agency Republic and Claydon Heeley Jones Mason digital and direct subsidiaries closer together, handing overall responsibility for both agencies to Martin Brooks.
The appointment is part of a wide-ranging restructure that sees the creation of a new group, called Zulu, of which Brooks will be the group chief executive. Brooks is being promoted from chief executive of Agency Republic.
Zulu has been devised to put a digital focus on the below-the-line output of all its member agencies.
In addition to Claydon Heeley and Agency Republic, these include the sales promotion agency Alcone and Code, a technology outfit.
Zulu was the brainchild of Jon Claydon and Leo Campbell - the respective Claydon Heeley chairman and deputy chairman. It will now pitch for integrated accounts across all of the disciplines it covers.
It will also seek to grow horizontally through acquisitions in emerging disciplines such as interactive TV and mobile marketing.
The reorganisation was prompted by the resignation of the former Claydon Heeley chief executive Nigel Jones.
Brooks will take on Jones' responsibilities at Claydon Heeley. The four manag-ing directors of Agency Republic, Claydon Heeley, Code and Alcone will all report to Brooks.
"The highest quality work comes from specialist agencies so we've set up Zulu for clients who want all the benefits of integration without compromise," Brooks said.
The group, which aims to offer clients a below-the-line alternative to traditional advertising networks, already works for clients including Egg and Sony PlayStation.
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