WCRS has poached Mark Griffiths, Modem Media's senior art director, to be its interactive creative director.
Griffiths, who joins the agency in mid-March, replaces Steve Vranakis, who founded WCRS's e-brands division before quitting last year to join FCB in San Francisco (Campaign, 3 November 2000).
Griffiths will report to WCRS's creative director, Leon Jaume. His appointment signals the agency's commitment to integrate its new-media creative skills, housed within e-brands, with its above-the-line creative department.
Jaume said: 'I still think that there is a bit of a false divide between old and new-media creative skills, and part of Mark's role will be to break this down. This area still needs a good deal more championing. In a year or two, I don't want there to be two separate departments - I think that all creatives should be able to do everything.'
Griffiths has been at Modem Media for three years, during which time he worked on the agency's Unilever and IBM accounts.
E-brands has two main functions - it houses the agency's dotcom clients as well as all of its new-media creative expertise and production facilities.
The shop has produced online ads for clients including BMW and the airline Buzz.
Chris Herd, the group director of e-brands, said: 'The way that the world is moving, we feel total integration with offline is vital, otherwise the rest of the agency will be left in the dark ages. We want a situation where online interactive advertising solutions can lead as well as follow.'
Griffiths said: 'The challenge set by WCRS to integrate off- and online media was too exciting to overlook.'
He added: 'I have a different role to Steve. He created and built the division, but it's my job to move it on and integrate it more with the rest of the agency.'