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DMB&B has revamped its entire management structure, bringing in a

deputy creative director, pruning the number of board members from 14 to

nine and eliminating ‘meaningless’ titles.

Nick Hastings has been promoted from group head to the new post of

deputy creative director in an effort to signal the agency’s commitment

to improving its creative profile.

Hastings, formerly a group head, was chosen as successor to the creative

director, Jeremy Pemberton, partly for the quality of his creative

output. This includes the Euro 96 Umbro TV work, featuring three

‘ordinary’ blokes chatting about football in a pub.

Barry Cook, DMB&B’s managing director, said: ‘It is important to have a

sense of succession - you can’t just dump someone into the role of

creative director. When the time comes, we want someone who knows about

the running of the department.’

Hastings, a copywriter, joined DMB&B with his partner, Dave Godfree, in

July 1994, seven months after the duo quit Collett Dickenson Pearce. At

CDP, they had been joint creative directors until they were usurped by

Nick Welch and Billy Mawhinney.

Pemberton and Sally Ford-Hutchinson have had the ‘executive’ dropped

from their titles, and are now creative director and planning director

respectively.

‘Gratuitous’ titles such as deputy chairman or vice-chairman have been

banned, and the TV department is to be represented on the board for the

first time, with the inclusion of Bruce Macrae, the head of television.