Trimedia assumes direct control of Citigate-branded agencies in seven European countries, although these will all keep their existing names.
They comprise Citigate Gramma in Sweden, Citigate PR Force in Belgium and the Netherlands, Citigate Sanchiz in Spain and Portugal, and Citigate Demuth in Germany. In Italy, Citigate TNI and Citigate Gunpowder have been merged. All now report to Murphy.
Murphy said the move, which bolsters the Trimedia business to 400 staff, would not result in redundancies.
'This is a bespoke solution for each of the markets, depending on what people felt comfortable with. In the UK they felt they could operate better under the Trimedia brand,' Murphy said, adding that the Citigate brand would not be scrapped in Europe.
The reorganisation also puts a clear division between the full-service operations now controlled by Trimedia and the financial and corporate PR businesses operating under the Citigate brand.
Citigate Dewe Rogerson UK CEO Jonathan Clare has assumed control of Citigate First Financial in the Netherlands, and CDR in Germany and France.