Warsaw-based McCann Communications, an offshoot of ITI McCann- Erickson Worldwide, is to demerge its above and below-the-line businesses as of August 1.

There will be three discrete operations: McCann Relationship Managing, Prisma Communications, and Momentum – specialising respectively in direct marketing, customer relationship management and databases; public and media relations; and consumer and trade promotion sales.

The restructure toes McCann’s global line of allocating specific focuses to its new agencies: "We want to follow McCann's worldwide strategy," says Marek Janicki, managing director of McCann-Erickson, Poland.

News source: Advertising Age - International Daily