The new structure will be broken down into three groups: emerging, which includes markets with high growth potential; dynamic, which includes more mature markets that already handle a high volume of business; and core, which are stable to growth markets of mid-size volume, according to SMG.
Iain Jacob, chief executive of the EMEA region, becomes president of dynamic markets, and will help guide local leaders across larger markets outside of the United States and Mexico.
Thierry Jadot, currently chief executive of SMG France, will add to his title executive vice president of emerging markets, and will work closely with the leaders in markets including India, Russia and China.
Both Jadot and Jacob will maintain their current responsibilities in addition to assuming their new roles.
Desmond said: "The needs and executions out of Russia or India are not going to match those in Australia, Canada or the UK.
"We are dividing and conquering the media landscape by tapping certain global executives to concentrate on one market group, emerging or dynamic, rather than assigning them to a vast region.
"This will strengthen the areas that need to be improved in each market and forge both groups ahead of the competition.
"I have trusted Iain with EMEA for many years and we are not only a dominant network within that region but a leader that sets the trend for other agencies to follow. He has an innate understanding of all of our multi-national clients and I have no doubt he will continue to be a trailblazer with all of our dynamic regions."
She added: "Thierry has done wonders with France, increasing SMG’s roster to include blue-chip brands and recharging digital services. I know he can do the same for the emerging markets like Russia, India and China."
Ian James, chief digital officer for the EMEA region at SMG, will also become digital lead for dynamic markets, working with Jacob.
Amanda Richman, who has recently been promoted to president of digital for MediaVest, will now serve as digital lead for emerging markets, working alongside Jadot.
Both will report to Lisa Weinstein, SMG’s president of digital and search.
Jadot said: "My objective is to preserve the identities of our emerging markets but also align them under the human experience vision through the resources offered by SMG. I also want to ensure the focus on digital remains forefront in each market's execution.
"For these markets to continue their rapid growth, they must place value in synergy, adopting the latest tools and practices staying connected to the larger global network."
Jacob said: "In adding Canada and Australia to my European markets it’s a great challenge to drive growth through digital and innovation in mature markets. I love a good challenge and feel very suited for given my client and digital experience.
"The ability to generate organic growth is made infinitely easier thanks to the strong team I have working with me, including the likes of Ian James."
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