LONDON: Upheaval at Publicis Groupe's Starcom UK unit, ten months in the planning by ceo Linda Smith, appointed earlier this year. In a move that axes a number of senior traditional media buying roles, the emphasis will swing the agency toward digital media operations.

Smith says Starcom's worldwide digital operations are in line for major investment, with a Starcom Digital global network the possible outcome.

"I've been here ten months now and I am looking at how we create more diversified services," Smith explained. "Behind these changes are the need for growth and investment in certain areas. I'm not denying that there will be roles at risk. Change is always difficult."

Among those facing change at the London operation are John Davidson, currently TV buying director for Starcom MediaVest, who switches to UK group TV buying director; and TV buying director Chris Williams who has been offered two other roles, although it is not known if he has accepted either.

As yet no casualties have been announced.

Data sourced from Media Week (UK); additional content by WARC staff