Firefly has appointed Ricky Merry to the newly-created post of e-business director.
The position is a reflection of the agency's realisation that it needs to change the way it operates, and use internet technology to give it a competitive edge.
According to deputy MD David Hargreaves, Merry will oversee the agency's transition into an e-PR company. 'IT is not there just to support the business but it can change the way we do business,' he said.
Firefly has already invested over pounds 300,000 in core e-business systems, such as its web site and intra and extranets.
'This is about changing the way we work,' said Hargreaves. Merry is the first operational director Firefly has employed who is not a public relations professional.
Prior to this appointment Merry worked for seven years for Barclays Capital, spending the latter two years in New York managing the company's global IT structure and re-organising its New York IT group.
Meanwhile Firefly's head of consumer affairs, Edward Waldron-Davies is set to join Mantra, the new economy agency set up last March. Waldron-Davies will be the agency's first director of consumer PR.