From now on, it will concentrate on three core disciplines: consultancy, brand communications and technology. They will be co-ordinated under a new group structure.
But the agency, whose clients include Redrow homes, Western wines, Jeyes and the bookmaker William Hill, has denied that the changes mark a significant move away from above-the-line advertising.
Since the agency was sold to its directors six years ago, it has extended beyond mainstream advertising into areas such as design and brand consultancy.
Velocity, its newly launched consultancy operation, is involved in a range of specialisms from new-product development to supply-chain management.
The restructure means advertising services will join sales promotion, direct marketing and PR in an enlarged brand communications division.
"The past year has seen a huge change in our clients' requirements," Gary McColl, the Poulter group managing director, said. "They are demanding more consultancy and marketing insight."
But he insisted above-the-line advertising would remain an essential part of the agency's activities. "We've always had a strong creative offering," he added.