Starcom Motive, the company created by Bartle Bogle Hegarty in 1995, will now be known as Starcom and will lead the agency's work in Europe, the Middle East and Africa.
Mark Cranmer, chief executive for Starcom Group EMEA, said of the rebrand: "It's absolutely the right thing for our company and reflects the new impetus we are now putting behind driving Starcom to a leadership position as a truly global media agency within the emergent Publicis Groupe Media structure."
To reflect these changes, Starcom has appointed its Motive managing director Pete Edwards as one of four managing partners with EMEA responsibilities alongside international client services director Ian Clarke, UK buying director Andy Roberts, and group strategy director Nigel Foote.
In addition, Edwards will be responsible for developing the Starcom Next portfolio of product initiatives across EMEA.
All four will report to Cranmer, who added: "These changes are about us playing to our strengths as a business in a consolidating international environment. It is no secret that Starcom is not the biggest network in EMEA, although it is a recognised powerbrand in the US and UK."
Starcom MediaVest is to retain its name and focus on UK operations and has created three new positions to drive the business.
Stewart Easterbrook has been as appointed operations director, Avril Gallagher is client services director and Richard Hartell is planning director.
All three will report to Starcom MediaVest chief executive Iain Jacob, who has been given the additional role of Starcom UK managing director responsible for financial, marketing and business development.
Jim Marshall, chairman of Starcom UK, said: "Iain has done a magnificent job in re-invigorating Starcom MediaVest and it is a natural progression for him to now take on important UK group responsibilities, as well as continuing to drive Starcom MediaVest forward."
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