The organisation said the new identity and integrated structure would put digital at its heart. While print remains ABC’s “bedrock”, digital work now accounts for 30% of its revenue — and is expected to grow.

ABC said the move followed structural changes over the past year to align the organisation to the evolving media industry, with a quarter of its board members now representing the digital industry.

Chief executive Jerry Wright said: “As the media industry has developed with increasing emphasis on digital media, so have we. ABC’s reorganisation will further integrate our expertise across print and digital disciplines, making it easier for our clients to do business with us.”

Richard Foan, formerly managing director of ABCe, becomes group executive director of communication and innovation in the unified ABC.

Jan Pitt, director of magazines and exhibitions, takes up the position of group executive direector of client service, while Martyn Gates, director of newspapers, becomes group executive director of standards, operations and compliance. Simon Redlich remains group executive director of audit, finance and IT.

ABC has unveiled a new logo to accompany the change and is preparing to launch a new website.