The group has now instructed its agency roster to focus on a new digital-based future for the publisher, handing its digital account to creative incumbent Clemmow Hornby Inge. CHI had previously only worked on the digital account on an ad hoc basis.
In addition, the publisher has appointed incumbent Universal McCann as lead agency on strategic planning duties. CHI's strategic planning arm, Naked Inside, will take a smaller role but will be retained to handle larger strategic planning groups for the group.
CHI already holds the creative account for the newspaper publisher, but has been instructed to take lead creative duties on digital as the group retrenches to focus on its future digital strategy, streamlining its agency arrangements.
The shift in focus on digital strategy is set to "reflect the direction of the Telegraph Group as it moves towards becoming Telegraph Media Group", according to the group.
Danny Josephs, Clemmow Hornby Inge account manager, will now take control of all aspects of the Telegraph's account. The agency will still be responsible for the Telegraph Group's creative work across all media -- advertising, promotions, direct marketing and trade.
Tim Alnutt from CHI's incumbent communications planning agency Naked Inside will continue to be retained to work on larger ongoing strategic initiatives.
Katie Vanneck, marketing director of The Telegraph Group, said: "Digital is at the heart of what we do. At this important juncture, integration is key for the Telegraph Group and this has been reflected in our media agency restructure. CHI and Naked Inside will work with Universal McCann to offer a dynamic solution to our future needs."
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