The new-media agency Grey Interactive is in the process of an aggressive corporate restructure as it attempts to improve client services and increase efficiency.
The company has shifted from a departmental structure and regrouped into separately focused business teams. Each team includes all elements of agency services, from consultancy and strategy to technology and creative.
The new company structure will see the agency focus more on a client's entire account, rather than on its individual service needs.
Brian Lee, Grey Interactive's chief executive, said: 'The agencies in this space are approaching parity. The fact is that we all build websites and online advertising campaigns - the services are basically the same.'
The teams are focused around a number of core industry sectors: automotive, retail, FMCG and pharmaceutical goods, entertainment and publishing.
'This restructure had to do with taking a fundamental look at how we were working and recognising that it wasn't the way to take it forward,' Lee said.
Grey Interactive recently announced a strategic alliance with Grey's sister agency, Media.com (Campaign-i, 29 September). The alliance will see Grey Interactive hand over its online media business to Media.com, allowing it to focus on its core new-media creative skills.
Grey's reshuffle mirrors a restructure at the online ad network DoubleClick earlier this year. That agency regrouped into teams which focused on vertical markets rather than on separate functional departments.