The changes will, for example, lead to press buyers working alongside TV buyers, depending on the account that they are working on. The move is partly a reaction to suppliers increasingly operating in integrated hubs.
ZenithOptimedia believes that the restructure will give staff a greater knowledge of all media, rather than just specialising in individual disciplines.
Chris Hayward, head of investment at ZenithOptimedia, who is implementing the changes, said: "One of the aims is to make sure that people will have more than one string to their bow."
Hayward added that details of the restructure have not been finalised, but said the agency is moving to a "client-led" account structure.
"We're always looking to improve our buying product and have made some moves to reflect that," Hayward said.
"We're moving to a client-led, multidisciplined account group structure. In reality, we are still looking at the detail of it and will continue to look at market trends and act accordingly."
Hayward went on to say that part of the restructure would involve making education in digital central to the process.
"We are working to make sure that there is digital expertise throughout the agency," said Hayward.
The changes at ZenithOptimedia will not affect sister agency Zed, which positions itself as a full- service agency with a digital focus.
Last year, ZenithOptimedia implemented a series of changes to increase its digital resources, including employing staff with digital knowledge from Zed.
Convergence in media is continuing to impact on how agencies and media owners structure their operations. Aegis agency Carat implemented a restructure in 2006 that involved the creation of six self- contained business units, in favour of teams based on individual media.
Last November, Virgin Media merged its online sales team with its TV sales house IDS to tap into growing agency and client demand for cross-platform advertising.
ZenithOptimedia believes that the restructure will give staff a greater knowledge of all media, rather than just specialising in individual disciplines.
Chris Hayward, head of investment at ZenithOptimedia, who is implementing the changes, said: "One of the aims is to make sure that people will have more than one string to their bow."
Hayward added that details of the restructure have not been finalised, but said the agency is moving to a "client-led" account structure.
"We're always looking to improve our buying product and have made some moves to reflect that," Hayward said.
"We're moving to a client-led, multidisciplined account group structure. In reality, we are still looking at the detail of it and will continue to look at market trends and act accordingly."
Hayward went on to say that part of the restructure would involve making education in digital central to the process.
"We are working to make sure that there is digital expertise throughout the agency," said Hayward.
The changes at ZenithOptimedia will not affect sister agency Zed, which positions itself as a full- service agency with a digital focus.
Last year, ZenithOptimedia implemented a series of changes to increase its digital resources, including employing staff with digital knowledge from Zed.
Convergence in media is continuing to impact on how agencies and media owners structure their operations. Aegis agency Carat implemented a restructure in 2006 that involved the creation of six self- contained business units, in favour of teams based on individual media.
Last November, Virgin Media merged its online sales team with its TV sales house IDS to tap into growing agency and client demand for cross-platform advertising.
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