Starcom Motive Partnership will retain its name, and MediaVest becomes Starcom MediaVest. The two agencies recently collaborated to win the $38 million British Telecom print planning and buying account but cannot formally merge due to conflicts, including car clients Fiat and Honda Motors, although some backroom functions will be shared.
Management teams at the two agencies, including Mr. Cranmer, SMP Managing Director Iain Jacob, and Andy Roberts, the executive buying director, won't change.
Bartle Bogle's CEO Nigel Bogle said, "We are not starting our own media business and wherever possible our preferred media partner will remain SMP. What we are doing is to reassert the media agenda more strongly inside the agency as part of the creative development process." Publicis owns 49% of Bartle Bogle.