Saatchi & Saatchi has announced a global restructure, dividing the management of its global operations into established and “dynamic” emerging markets.

The roles of EMEA and APAC chief executive – formerly held by worldwide CEO Robert Senior and worldwide COO Chris Foster respectively – have been scrapped.

Instead, markets such as the UK, Germany, Italy, Australia, China and the US will report to Sinagpore-based Foster, while the remaining markets will report to newly-appointed Dynamic Markets CEO Justin Billingsley (pictured).

Billingsley, a former Unilever and Coca-Cola marketer, joined Saatchi & Saatchi as chairman for Greater China. He subsequently took up the position of chief operating officer EMEA in 2013.

The move responds to the fact that most brands view market maturity as more influential than geographical location, argues Billingsley: “The brands we serve live in a flat, borderless world and our agency must too.

“To cluster markets based on what they mean to our clients, versus where they are, is smart and I am energised to be leading our Dynamic Markets, from which the majority of the next half a billion middle class consumers will come.”

Senior added: “I am delighted to announce a new, focused operating structure for the business and a well-deserved promotion for Justin.

“I have known Justin for many years both as a client and a colleague, and his clarity of thought, decision-making and client-side experience make him the ideal choice to lead further growth across our new Dynamic Markets region.”