Alastair Bannerman, currently operations director at Starcom UK, will become managing director of the agency, while current head of operations Steve Parker, who oversees MediaVest’s digital operations, will be appointed managing director of MediaVest.
Both managing directors will be in charge of separate leadership teams and are expected to report into Starcom MediaVest Group chief executive, Linda Smith. Starcom MediaVest confirmed the changes, without divulging further details.
Stewart Easterbrook, group managing director across both agencies, has become chief operating officer across both agencies and will deputise for Smith when appropriate.
Two main reasons are thought to be behind the changes. One is the improvement in managing client conflict, a much-deliberated issue in a market where media spend is consolidating into the top five agencies.
The other reason for the change is thought to be an attempt to rekindle a small agency spirit. When Starcom Worldwide and MediaVest Worldwide merged in 2000, a worldwide media planning and buying giant was born, second only to WPP’s MindShare in global billings.
By handing both agencies more autonomy, clients may receive a more “hands on” approach.
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