DDB London is restructuring to bring its Tribal DDB digital arm closer to the main agency.
The restructure, the first major move made by Stephen Woodford since he arrived as chief executive in January, will see the planning director of Tribal DDB, Matt Dyke, take on the role of DDB London planning director, and head a new integrated planning department across both DDB London and Tribal DDB.
The creative departments from DDB London and Tribal DDB will also be consolidated into one working space.
Lucy Jameson, DDB London's head of planning, will move to the newly created role of executive director, in which she will work on a global level for DDB.
For the immediate future, account management arrangements will remain intact. Joint clients across both agencies, such as Volkswagen, will remain, with one senior group account director leading a team of specialist account handlers in each discipline.
Woodford said that DDB London and Tribal DDB will retain separate brands: "My view is that clients may well buy in on an integrated basis in the future, but for the moment, it's still largely bought discipline by discipline."
Bill Brock, the managing director of Tribal DDB, said: "One purpose of this restructure is to encourage communication strategies that come from clients' business objectives, rather than the objectives of the media channel they are working in."
Tribal DDB is finalising a training programme that will see DDB London, Tribal DDB and its sister direct marketing agency WWAV Rapp Collins educate each other on different disciplines.