NEWS: GGT merges key operating teams

GGT is merging its planning and creative departments as part of a wholesale restructuring of the agency.

GGT is merging its planning and creative departments as part of a

wholesale restructuring of the agency.



Grant Duncan, the agency’s managing director, announced the changes this

week. They involve scrapping the traditional linear agency structure in

favour of grouping creative, planning and information functions into

one unit, and account management and production staff in another.



Under this system, planners will work alongside creative pairs in so-

called innovation teams, which will be located around a central

information department on the second floor of the agency’s Dean Street

offices.



Five open-plan ‘consumer idea zones’ will be set up as areas dedicated

to various demographics, according to Duncan. Each of these zones -

along the lines of the housewife zone, the youth zone and the lads zone

- will house information and media, including TV programmes, pertaining

to the demographic. Each zone will be used for meetings and focus groups

as well as an inspirational area.



Account managers and production staff will be housed in first-floor

offices in an ‘enterprise unit’. Four account clusters’ will consist of

a dedicated account team, a production manager and a process manager.



Account managers will be encouraged to become more adept at spotting

commercial opportunities on behalf of both agency and client.



In addition, the agency’s traffic department has been revamped into a

so-called process management team, which will keep work flowing and

also act as a communications link between the enterprise and innovation

units.



Duncan said he had opted for the two-unit system to help the agency meet

challenges from clients who are moving away from treating advertising as

an isolated discipline and are now demanding a more integrated

communications strategy.



He said he hoped the structure would stimulate cross-fertilisation

between disciplines and encourage innovation across the board.



Builders have started work on alterations and should be finished by the

end of the month.



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