As part of the move, Wild Card managing director Richard Medley will step down and take on a part-time role as creative and strategy director.
The agency, which will trade as Wild Card, previously operated as two separate businesses – Wild Card, based in London, and Wild West, with offices in Truro and Bristol.
The decision to merge follows a review on the back of a challenging six months for the entire comms industry, due to the economic downturn caused by the coronavirus pandemic.
“We have taken the opportunity over the past few months to review the shape of the business to ensure we are in the strongest position to continue to provide exemplary thinking and service to our clients,” founder Kate Wild said.
“The past months have illustrated how easily and effectively we can work as a joined-up team, albeit from different locations in the UK. Our offices will still be important focal points for creative development and client meetings; equally, we now have confidence in the technical ability to work remotely where required.”
Wild Card and Wild West have a history of working together and recently won the Yeo Valley account in a joint pitch.
The new structure brings consultancy FMCG work into one division led by divisional director Sophie Langridge. Clients in this division include Ginsters, New York Bakery, Highland Spring and Tetley.
Upton will lead the Leisure & Lifestyle Division, which has clients including Watergate Bay, Tresco Island, The Nare and Evergreen Garden Care.
The agency has recently picked up new clients including Dickinson & Morris and Bodmin Jail Hotel.