Saatchi Reorganizes, U.S. to Report Into Singapore-Based Exec

Network Divides Into 'Dynamic' and 'Established' Markets

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In his first move since taking over as Saatchi & Saatchi Worldwide CEO on Jan. 1, Robert Senior has ditched the agency's traditional geographical regional structure and split the network into two clusters: "established markets" and "dynamic markets."

He banished his own role as CEO for Europe, the Middle East and Africa, as well as Chris Foster's role as CEO of Asia Pacific. Mr. Foster, who is based in Singapore, will remain chief operating officer of the network, and the CEOs of all established markets -- which include the U.S., the U.K., Germany, Italy, China and Australia -- will report to him.

Mr. Senior was announced as Kevin Roberts' successor as CEO of Saatchi & Saatchi Worldwide in September, as part of a larger reorganization of its parent, Publicis Groupe.

Justin Billingsley, previously chief operating officer for Europe, the Middle East and Africa, was promoted to CEO of dynamic markets, which includes 36 offices across 29 countries in Asia-Pacific, Africa, the Middle East, Latin America and Central and Eastern Europe.

"The brands we serve live in a flat, borderless world and our agency must too," Mr. Billingsley said in a statement. "To cluster markets based on what they mean to our clients, versus where they are, is smart and I am energized to be leading our dynamic markets, from which the majority of the next half a billion middle class consumers will come."

Mr. Billingsley, who will also lead M&A for the network, is a former marketer who joined Saatchi & Saatchi in 2009 as regional CEO for Greater China. An Australian, he is based in London and has worked at Unilever, Coca-Cola, Orange and Nokia.

"I am delighted to announce a new, focused operating structure for the business and a well-deserved promotion for Justin," Mr. Senior said in the statement. "I have known Justin for many years both as a client and a colleague, and his clarity of thought, decision-making and client-side experience make him the ideal choice to lead further growth across our new dynamic markets region."

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