Nitro restructures to focus on client needs

Nitro has promoted Christopher Nurko to the new role of deputy global chief executive, and plans to restructure its business after its Volvo win.

Nurko, who was the founder of Nitro's innovation arm, Left Blue Sky, will report to Chris Clarke, the agency's global chairman. He will work on altering the agency to encourage a more business-oriented relationship with clients.

Nurko, who was previously the head of brand innovation at Interpublic's FutureBrand Worldwide, said that his first job was to move Nitro away from the traditional advertising agency model and push it towards a "professional services consultancy", with closer involvement in the separate elements of a client's business, including sales, marketing and brand strategy.

He said: "We've become 'siloed' by discipline and only integrated around a client brief or request.

"This restructure is about refocusing our offer on client needs. We need to prepare our teams to lead with the client's business proposition, rather than taking a brief and reacting to it."

The agency is looking for staff from sales and marketing rather than from traditional agency backgrounds.

The Volvo advertising account represents an important win for Nitro, particularly its London office.

Last year, the agency, which has offices in London, Shanghai, New York, Melbourne and Dubai, lost key staff, including the managing director, Bruce Crouch, and the creative partner, Andy Bird.