Traffic department falls victim to Euro RSCG streamlining

Euro RSCG London is axing its traffic department to cut costs but claims the move increase the agency's creative performance.

The streamlining, which was confirmed by Ben Langdon, the chairman of Euro RSCG, is intended to keep the agency in tune with client needs.

The traffic department has traditionally played a vital role in agencies, sitting between account management and the creative department. However, Langdon believes it is now superfluous and he wants the agency to have a flatter structure.

The client teams will be headed by brand leaders, a newly created role.

The traffic department's responsibilities will be handled by junior account managers.

Langdon said: "Clients have changed, it makes perfect sense for agencies to do the same. Some of the traditional multinationals are too lumbering to do this. We're not. We're going to be smarter and more creative."

Five people will be made redundant in the restructure. Consultation on more possible redundancies is ongoing.

Langdon's actions come just months after he unveiled a new management structure to increase revenues by 50 per cent over the next three years.

The joint managing directors, Adam Leigh and Simon Toaldo, were given greater responsibility after the former chief executive Nigel Long was ousted in March.