Freeland takes MD role at TMW as digitaltmw is folded into main agency

At the same time Chris Freeland, client services director, has been made MD replacing Chris Warren, a TMW founder, who becomes CEO of the agency. Warren is also taking on a divisional role at Creston, TMW's parent.

Ross Taylor, former managing director of digitaltmw, has become chief digital officer of TMW and takes on a digital role at Creston. The digitaltmw brand name will cease to be used.

TMW said the move to absorb digitaltmw into the mainstream agency was in recognition of the fact that digital now accounts for more than 50% of the agency's total fee revenue. Digital clients include T-Mobile, Unilever, Diageo, Royal Mail and Ebay.

"We're reorganising ourselves around digital as this past year fee income from digital was £11m, ranking us as a top 10 digital agency," Taylor said.

"We've completely mixed our teams so that we have one creative team which covers online, offline, studio, digital studio, copy and information architecture, all co-located."

As part of the changes, new business development director Richard Marshall has become chief marketing officer.

"We are working on a repositioning of the agency at the moment looking beyond purely traditional direct marketing," Marshall said.

"The DM discipline, while still alive and kicking, is evolving into a broader opportunity for agencies to help promote brands and influence customer behaviour. We can't afford to think in channel silos anymore."

Taylor added that social media was "driving the disintegration of old agency models, which don't make sense anymore. You have to have conversational marketing skills, advertising skills and PR skills and you cant do it unless you bring all those pieces to the table."