The Arc Group advertising agency relaunches this week with a slimmer board structure and a new name: arcom communications.
The Arc Group, which claims equivalent billings of £100m, has previously been led by its above-the-line advertising revenues.
However, group vice-chairman John McWilliams says the agency will shift its emphasis: “Marketers are looking at other ways to spend their money, such as the Internet or sales promotion. The 30-second TV spot is no longer the automatic choice. This agency will reflect that change by offering a broader range of services.”
Arcom brands itself as “The Communications Shopping Mall” and offers services such as direct marketing, e-commerce, design and internal company communication projects. The agency will also adopt a new logo.
The Arc Group comprises two advertising agencies: Arc Advertising and Guru Communications, as well as direct marketing company Tomahawk, and media agency Media Factor.
The restructure means that these companies will come together under a single seven-strong board, led by group chairman Peter Steadman.
The company says no senior jobs will be lost as a result of these changes.
The Arc Group has a client list which includes Gruner & Jahr, Pioneer, Allied Domecq, Virgin and Granada.