Four Points Digital, Chicago, is restructuring its creative department into three units to service different client needs, executives at the agency said last week.
The divisions, which have been taking shape for six months, are site development, eMarketing communications, and a third group, "e-customer relationship marketing," which will be formed by the end of September but currently exists as part of the eMarketing group.
"Creatives tend to be better at certain things," said Michael DeNunzio, CEO and founding partner. "By separating out the groups, we've been able to have a lot more success in the quality of the creative product, but also the quality of the brand experience that we're presenting on behalf of our client."
The site development group has been tackling information architecture, site design and user experience and will be headed by Pierre St-Jacques, chief interactive architect and founding partner. EMarketing, which handles advertising, promotions and outgoing communications, will be led by Todd Lemmon, vice president and creative director of advertising.
DeNunzio said Four Points is searching for a direct response specialist to head the e-customer relationship marketing group, which creates direct response materials.
The company's clients include 3Com, Allstate Insurance, Ameritech, Hyatt Hotels and Encyclopaedia Britannica.