Starcom MediaVest Group creates London Operations Team as focus strengthens on data and content

Speaking to The Drum, Parker said the change was a reflection of diversity within the business and part of efforts to ensure the agency was ahead in the digital landscape and prepared to react quickly to a high pace of change across the industry.

“It’s really the result of a number of things coming together from Pippa and myself,” he said. “It’s a reflection of diversity and capability within the business, and ultimately they’re the next leaders of the business. This will help us further accelerate our digital strategies and bring them to life.”

Parker added that the business had changed “beyond recognition” in the last four years as a result of digital, and said the new unit would help the business stay prepared for increasing demands around data while enabling it to be more creative.

The announcement comes just a day after the news that SMG has entered a pan-European partnership with data analytics firm Acxiom to boost data capabilities.

“We’re making sure we organise delivery and buying more efficiently around data,” he said. “Everyone in the buying teams is doing that now, but more data is going to become available, there will be greater access to programmatic and inventory. We’re making sure we’re organised to make better use of that.

“There are also branded content capabilities in the team. We have over 60 content marketers in our business. We’re developing and cementing our capabilities around precision and content.

“It will also help us be braver and more creative. There is real momentum around the creative product for the first time in a while, but we’ve got more to do. We’re committed and excited about doing that.”

The structural changes coincide with an office move to Farringdon, set for 2015.