Bartle Bogle Hegarty is to branch off its media department into a media dependent from July 1. Motive, the new dependent, has been set up as a marketing move to bring new business which having ‘in-house’ media failed to attract. BBH’s Mark Cranmer will become Motive’s managing director. The move marks the end of the industry’s newest fully-fledged in-house media department, which was set up in 1987.
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