Much was made of their decision to demolish the traditional structure and replace accepted roles with a four pillared approach based on strategist, creator, catalyst and connector specialists instead of generalists.
But is it a clever PR stunt or something deeper? A comment perhaps on the evolving demands placed on the consultancy sector or the often bloated nature of the agencies that work within it and their need to drive efficiency?
Whichever side you come down on, it provoked lots of industry heavyweights, and some lightweights too, into offering their perspective.
What their move has done is recognise the growing role and significance of digital and social media in the marketing mix. And it gives a mid-sized PR agency the opportunity the take on specialist PR, advertising, media and digital agencies in an increasingly divergent operating environment.
Scale is a factor and this is the reason most agencies are structured the way the are. Clients invariably prefer a single point of contact as this reduces the communications flow to a more manageable level. It will be interesting to see if other agencies follow suit.