Carter's decision to leave was fuelled by disappointing second-quarter financial results, which prompted UB to abandon much of its second-half marketing activity.
Affected brands include McVitie's, McCoy's and Jaffa Cakes, which will now receive no ad support in the second half of this year.
UB, which originally had a £44m budget for the year, confirmed the cut in adspend, but attributed this to its imminent purchase of Jacob's and a resulting 'refocus of expenditure'.
Strategic changes to be overseen by Fish include the axing of the McV sub-brand early next year. McV products, which launched in April 2002, will be removed or repackaged as McVitie's.
Design agency Jones Knowles Ritchie (JKR) has been handed the task of overhauling all McVitie's packaging and reviewing the logo's prominence on-pack. JKR and UB declined to comment on the appointment.
Carter is to be replaced by Benoit Testard, currently managing director of UB Northern Europe.
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