Euro RSCG Worldwide is to combine eight agencies under the new name Euro RSCG Partners.
The new operation brings together the marketing and communications agency KLP Euro RSCG, Euro RSCG Direct, Euro RSCG Bounty, the digital division Euro RSCG Interaction, Conran Design Group, CGI BrandSense and The Maitland Consultancy.
The restructure follows the news last week that Euro RSCG's joint chairman Brett Gosper is to move to New York to take up a global role working closely with Bob Schmetterer, the chairman and chief executive of Euro RSCG Worldwide.
Euro RSCG Partners will be run by a single executive management team integrated under one financial reporting structure. The units previously operated autonomously.
The joint chairman Mark Wnek will serve in a group chairman role while the chief executive, Chris Pinnington, will lead the new board as group chief executive. Angus Maitland, the chairman of The Maitland Consultancy, will hold the post of director.
The rebranding is the latest step in the roll-out of the group's "power of one" strategy, which was introduced in the US in May last year. Since then it has been applied in France and Spain.
The same strategy is also being employed in The Netherlands where three agencies are being combined.
"The creation of Euro RSCG Partners is a continuation of our response to clients' desire for high-level creative thinking across all forms of contemporary communications," Schmetterer said. "This move allows us to be among Europe's fully integrated agencies and is a business model others will follow."
It brings an end to the almost decade-long existence of Euro RSCG Wnek Gosper, which came into being in 1994 when Wnek and Gosper were brought in to run the then flagging Euro RSCG with Wnek as the creative director and Gosper as the chief executive.