Starcom Motive has launched an extensive restructure, pooling the
agency's buying arrangements for the first time and folding the digital
unit, Starcom IP, into the main operation.
The new structure, designed by the chief executive, Mark Cranmer, splits
the company into three divisions - the Starcom Intelligence Unit, the
Strategy and Management Unit and the Investment Unit. Starcom IP is to
be incorporated into the Strategy and Management Unit.
"It's making digital more important, not less so," Starcom Motive's
managing director, Iain Jacob, said. "It needs to be considered
alongside other media rather than being sidelined into a
The Strategy and Management division, led by Jacob, functions a central
account handling unit, incorporating content development and sponsorship
resources and more conventional planning.
"As new channels have come up, a lot of the services provided by media
companies have become fragmented," Jacob said. "We're creating a hub for
the agency that will be capable of driving the whole media
Buying, previously handled on an account-by-account basis, will be
pooled into the Investment Unit under Andy Roberts. Along with the
Strategy and Management Unit, Investment will draw on the resources of
the SIU, a new division for analysis, and research resources and will be
headed by Agostino Di Falco.
"The future of effective trading is having better market intelligence,
not just numbers," Jacob said.