Its press, marketing, design and web divisions have been scrapped in favour of two teams – marcoms and 'strategic and e-comms'.
The move has put extra emphasis on strategy, according to marketing comms manager Caroline Newton. 'Before we were reactive but this new system helps us focus our messages,' she added.
The strategic and e-comms division is overseen by recently appointed Lorna McClement, who joined from information provider Experian in January.
Previously head of marketing at Oxfordshire County Council, she oversees a team of four account executives and a senior account executive. Newton, meanwhile, oversees five account executives in the marcoms team.
The South Yorkshire council is the biggest metropolitan authority in the UK, boasting 300,000 residents. It is currently planning a
campaign to promote its new 'neighbourhood management model' to local and trade press from May.
Under the structure, power is devolved into five 'neighbourhoods', with residents in each area voting on policy issues. 'It is unusual for a council to have this structure, as well as an elected mayor,' said McClement. The council's director of information and communications is Canadian-born Karen Hogarty.