Designed to offer clients a more integrated service, the new structure leaves Carat's heads of discipline without their own teams. Instead, they will work on building market leadership in their areas and acting as the external voice of Carat for their discipline.
David Beale takes over from Helen Davies as head of direct, who is promoted to the new role of client development and new business director.
Other heads of discipline are James Northway, who will look after data, David Peters on sponsorship, and Kate Rowlinson as head of strategy.
Ben Wood and Henry Rowe will maintain their roles as joint-managing directors of Carat's digital department. They will continue to have staff in the short term, but over the next six to 12 months, the idea is to phase out a separate digital department and integrate the function fully.
Taking the roles as the head of the six business units are Kevin West, who will lead the COI business, Jo Sutherland, Richard Sexton, Dino Iannou, Richard Morris and Philippa Glass.
They will be known as group communications directors and each will have a separate team of staff reporting to them.