The group currently consists of London and New York-based corporate PR agency Fishburn Hedges, consumer PR agency Seventy Seven and branding and design consultancy Further.
The reorganisation will be unveiled in early January and will not involve the loss of any jobs, according to its architect, the group CEO Simon Matthews.
The switch comes after a flattish financial performance for the group in 2012. It increased post-tax profit by 2.2 per cent to £1.6 million and revenues by 0.4 per cent to £14.3 million, according to results filed at Companies House.
All three agencies are already within one office on Kingsway, and some employees will relocate from their current places within the building.
Matthews said the change would put the creation of digital content at the heart of the work the business does and bring together expertise currently spread around the three agencies.
The new business will be organised around four core groups:
The strategy department will focus on data and research-led insight, strategic consultancy, analytics and evaluation, under Ali Gee.
The creative department will bring together brand design, digital creative, PR campaign creative and content creation, under James Beveridge.
The digital department will be led by James McCobb with a key role for Chris Reed.
The client advisory department will cover reputation management, financial communication, public affairs, consumer brand communications, sustainability consulting, employee engagement, brand consulting and corporate reporting, reporting to Matthews. Client service is led by consumer MD Nadia Gabbie.
Matthews told PRWeek he planned to stay with Fishburn for the long-term. He added: "We’ve done a lot of research into what clients need and what other people are doing in the marketplace. This is about creating a connected and joined-up offering for a connected and joined up world."