The European arm is to be headed by Avesco chief executive David Nicholson while the current chief executive of Creative Technology, Graham Andrews, will run the North American business from Los Angeles.
In Europe, all audiovisual and broadcast services businesses will report to Nicholson including MCL, Creative Technology in London and CT Germany.
The group's audio outfit, Dimension, is relocating from south London to Gatwick.
Nicholson said: "The changes will provide us with an improved structure and focus from which to move the business forward."