The new structure, called the "open architecture model", will be adopted in the US at the beginning of next year, before being rolled out in other markets. Each agency will remain independent, and there will be no default lead agency on client briefs. Tom Bernardin, the chairman and chief executive of Leo Burnett Worldwide, Renetta McCann, the global chief executive officer of Starcom MediaVest Group, and David Kenny, the chairman and chief executive officer of Digitas, will sit on a new management board to implement the restructure. The board will be chaired by Jack Klues, the chairman of Publicis Groupe Media, who will also represent it at Publicis Groupe management board level.
Publicis Groupe is to bring its Leo Burnett, Starcom MediaVest and Digitas agencies closer together to try to improve integration and client services.