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The move reflects Perspective's aim to build a more strategically and creatively led agency. Moody was previously the director of direct marketing, and Burnett was the joint creative director. Jim Archer becomes the sole creative director.

While speculation continues to surround the future of Red Cell's UK above-the-line offering, Perspectives has turned in a successful performance over the past year. It has won accounts including Shell Energy and a chunk of First Choice Holidays' business. It employs 85 staff.

Before joining Perspectives, Moody was the client services director at Wunderman and Burnett was the creative director at Brann after stints at Golley Slater and Grey.

Burnett said: "The agency is successful, but we need to ensure that we stay ahead of the market."

In addition to working as Perspectives' joint creative director, Burnett has also been supervising creative on some of Red Cell's key accounts.

However, he refused to comment on the future of Red Cell.

WPP is expected to announce the creation of a new-look Red Cell offering from the merger of its current operations with another agency.