• by Joe Mandese  @mp_joemandese, March 15, 2004

Nick Brien, a colorful Brit who spearheaded Starcom MediaVest Group's diversification into an array of new media channels--ranging from multicultural media and event marketing to Yellow Pages and video game sponsorship development--has quietly exited the media shop as part of a reorganization that gives him a similar role at sibling brand agency Leo Burnett. The move is the ironic closure of an incestuous loop between the two agencies that began when Bob Brennan, a former Starcom executive, was ousted as president of Burnett.

Brennan's departure precipitated a reorganization of Burnett that included naming Brien global CEO of Arc North America, a new unit of Burnett charged with cultivating the same kind of diversified marketing services at the brand agency that Brien championed at SMG. As such, it signals the growing importance of so-called below-the-line services in an integrated media mix.

SMG is not expected to replace Brien, who carried the title of president-corporate development. That function is being phased out at SMG, and Brien's oversight of SMG's diversified services units--Halogen (direct response), Tapestry (multicultural media buying), Relay Sports and Event Marketing, and SMG Directory Marketing--will report to Frank Voris, CFO of SMG.

"When Nick came on board, all of these companies were new, and some were not even born yet. He came in and gave them strong momentum. Now the operations all have strong leaders that can manage their own business," noted an SMG insider.

Still, Brien's departure comes at a time of unusual high-level executive turmoil for SMG, which had long had a reputation of being one of the industry's most stable media shops. Karen Jacobs, executive vice president-director of print investment, has left the agency to spend time with her family. John Wagner resigned as senior vice president-media director of Starcom to become director of Midwest advertising sales at Spike TV.

Meanwhile, Brien's departure isn't just a loss for SMG, but for the media agency business at large. He was among the most vocal champions of a renaissance in "media creativity," and even convinced the Clios--an advertising awards outfit known for acknowledging agency creativity--to add its first ever creative media award for 2004. Brien is chair, and recruited the judging committee, for that award.