Aegis Media has poached the Drum PHD founding partners Laurence Munday and Simon George to launch a creative and content business called Space.
Munday and George will work with Aegis' UK businesses, including Carat and Vizeum, on creating, sourcing and managing entertainment properties. They will be creating "alternative" content for brands across traditional and new-media platforms.
In response, PHD has promoted Mark Eaves, the managing director of Drum Screen, its branded content unit, to the post of managing director of Drum. It has also hired Rupert Britton as content strategy director. Britton, who will work in PHD's Consult division, was previously the director of consultancy at Decipher, an interactive content agency.
Drum was launched by Munday and George in 1994, and they sold the business to PHD in 1997. They have worked on a range of sponsorship and content projects for clients including Sainsbury's, Adidas and The Guardian.
Nigel Sharrocks, the chief executive of Aegis UK & Ireland, said: "Opportunities to communicate with consumers extend way beyond above-the-line advertising. We want to ensure that we are right at the forefront of these alternative solutions."
The departures of Munday and George follow those of David Pattison and Jonathan Durden, the agency's two remaining founders.
PHD's management team, led by Morag Blazey, the chief executive, and Daren Rubins, the managing director, have since brought in new faces, including the Mediaedge:cia director, Ian Redman, and the Starcom director, Luca Margarito, as managing partners.