The restructure is designed "to reflect the increasing demand from clients to balance both", an MPG Media Contacts spokesperson said.
Simon Bielby, previously client planning director at Mindshare, and Eva Powell, previously strategy director at Vizeum, have been hired as new strategy directors.
They will report to Martyn Stokes, who has been promoted to head of communications strategy. The communications strategy team will focus on insight-driven creative communications planning across all channels.
Bielby has more than16 years' experience within the industry. At Mindshare, he worked on COI, Land Rover, Jaguar, InterContinental Hotels and Unilever.
Powell, who has been in the industry for 12 years, worked on Innocent, Channel Five, Discovery Networks, P&O Cruises, Glaceau Vitamin-Water and Relentless while at Vizeum.
Stokes will also be supported by David Graham, who recently joined from Starcom Mediavest as head of digital strategy.
The commercial strategy team, which covers insight, effectiveness, analytics and data planning, will be headed by Dan Hagen, managing partner, commercial strategy.
His team will work across the MPG Media Contacts’ client base, helping advertisers get the best return from their media spend through techniques ranging from cookie-level attribution analysis, to full econometric modelling.
Kate Cox, head of creative communications at MPG, has been promoted to a newly created role within the business as head of integration.
Cox will champion integrated communications and will take responsibility for ensuring that coherent strategies are followed through to execution across all channels.
Paul Frampton, managing director of MPG Media Contacts, said: "In order to continue delivering brilliant solutions for our clients, we needed to refocus our efforts in two key areas – innovation and accountability.
"By building two strategic units, each with a clear focus, but closely connected, we are ideally placed to deliver insight led, cut-through and measurable campaigns for our clients."
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