Its cross-media team and specialist creative teams, comprising magazines, radio and TV sponsorship and promotion and interactive, have been brought together under Carrie Barker, who extends her role as Emap Advertising's magazine sales director.
The new structure is broken down into creative and strategy teams. The former will be led by three creative directors: James Hayr, formerly magazine creative media director; Steve Taylor, previously radio creative commercial director; and Claudette Parry, previously head of men's creative solutions.
The strategy team replaces the cross-media team, and will include Brent Coulson, Becky Tinley, Rachel McFadyen, James Mallinson and Denise Parkinson.
Barker said: "Agencies and clients are looking for a much more strategic and equal partnership with media owners. The launch of Emap2 as a full-service marketing communications business changes our focus away from selling to solving, and completes the circle between client and agency."
She said the team will generate briefs and work on creative solutions independent of specific media plans, in order to mirror the "media-neutral ideas first" focus of media agencies.
The strategy team will work with customers to help them identify their marketing goals and then come up with a communications brief, which will then be passed on to Emap Insight, the company's research division.
Emap2 will then work on the idea with the creative directors, before the strategy team plan the most appropriate Emap brands and platforms for the campaign.
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