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Makin has been central to operations at the agency, which began life as Booth Lockett Makin, since its formation in 1990.

BLM was bought by Havas in January 2008 and merged into Havas' Arena network. It sits in Havas Media, the umbrella group that draws together Havas’ global networks MPG, Arena, Havas Digital and Havas Sports and Entertainment.

THe UK arm of Havas Media launched last November, led by former joint chief executive of MPG, Mark Craze.

Makin will continue to provide strategic expertise to the agency and Dan Clays, managing director of digital arm BLM Quantum, confirmed Makin will continue to work with Arena BLM "two or three days a week".

He added: "We have to have a Charlie as part of our business, but he doesn't need to be involved in day- to-day management."Arena BLM and BLM Quantum are looking to break down the distinctions between traditional and digital across all corners of Arena BLM.

Clays is on the hunt for a new head of planning and admits to being "quite creative" about where the role is filled from, including the media or advertising agency world, or beyond.

BLM Quantum has also created a new team for e-commerce channels, led by former head of search Paul Bennett.

Clays has also hired I-Level account director Malcolm Devoy to the new role of head of digital innovation.

His brief is to ensure all clients are innovating across digital channels while supporting the integration of traditional and digital across Arena BLM's specialist divisions. Devoy will report directly to Clays and work closely with the agency's head of digital strategy, Gavin Reeder.

"It's not about people changing roles - it's about creating a new approach to our business model," said Clays.

Arena BLM employs approximately 150 staff and clients include the COI, Domino's Pizza, Thomas Cook and T-Mobile.