Starcom Motive Partnership, the top-three UK agency to be created
by the merger of Starcom and Motive in April, announced its management
line-up last week.
Mark Cranmer, Motive’s managing director, will head SMP’s Europe, Middle
East and Africa office. He will oversee a combined client list that will
include P&G, McDonald’s and Heinz from Starcom, as well as Motive’s key
clients Levi’s, NatWest and Whitbread.
Starcom will move its employees into Motive’s Soho office, creating a
140-strong workforce, and will open for business with pounds 440 million
Cranmer will oversee a management team hand-picked from Bartle Bogle
Hegarty’s media arm Motive and Leo Burnett’s media shop Starcom.
Richard Beaven, Starcom’s joint managing director, is to become
executive UK planning director in the new line-up, while David
Connolly’s job title will change from joint managing director to
executive director, European.
Kevin Brown, Motive’s strategic development director, client services
director Iain Jacob and buying director Andy Roberts, will retain their
roles but on an executive level.
Starcom has just learned it will bring extra billings to the deal,
having won the pounds 24 million North European brief for Lego. The
business will cover the UK, Ireland, Scandinavia and the Netherlands,
with an estimated pounds 8 million set aside for Britain. Beaven and
group media director Michelle Steggles will run the account.
Starcom has also swiped the pounds 18 million media planning contract
for Heinz from the Billett Consultancy. The agency already handles
buying for Heinz.
Group media director Agostino Di Falco will head the account.
Account teams will stay intact for the time being. Aside from Levi’s,
NatWest and Whitbread, Motive’s big-spending clients include One2One,
ITV and WH Smith, while Starcom works for McDonald’s and United
SMP insisted there were no client conflicts.
Leo Burnett and BBH first began talks about merging the two agencies in
1997, but the deal fell through at the 11th hour because of internal
politics. The pair resumed negotiations at the end of last year (Media
Business, 8 November).