Shine co-founder Jules Newton said Reeves will take charge of a new cultural division, and would aim to use arts, music and film to promote consumer brands.
Reeves said it was ‘time to move on and lead a division'.
Referring to JCPR's buy-out by Edelman two years ago (PRWeek, 15 May 2004), Reeves said the agency was ‘a different beast now' - but insisted that his departure was amicable.
Reeves' exit date is under negotiation, but is likely to be within the next eight weeks. Candidates to fill his JCPR associate director role are being lined up for interview, according to the agency.