Reid was previously joint managing director of MediaCom London along with Danny Donovan, who now becomes managing director of retail & commerce.

Paul Cooper, currently managing director of MediaCom North, has also had his role expanded to chief operating officer of MediaCom North.

Collins (pictured) has been managing director for the past seven years but has now decided to focus entirely on clients. She said: “In many ways, our industry has changed beyond recognition over the past decade. But the one thing that‘s remained constant is the fundamental importance of the client relationship.” 

Collins will work flexibly in her new role as part of the agency’s MediaCom My Way approach, which encourages staff to consider adapting their roles to work in a way that suits them.

Reid, who joined MediaCom in 2017, will focus on implementing the company’s cultural and strategic growth strategy. She will also oversee the agency’s new structure – consisting of seven individual business units so the agency can be more agile and efficient – with each of the managing partners leading the business units reporting to her. 

Josh Krichefski, CEO, MediaCom UK said: “Claudine, Satin, Danny and Paul have all played important roles for us and they’ll continue to do so. They have all worked closely with me to define their new roles, making sure we are playing to each of their individual strengths.”