MediaCom’s global chief of creative transformation Stef Calcraft MediaCom has launched a new division, dubbed MediaCom Creative Systems, to unite its media and creative teams under a single integrated division. What has precipitated the reorganization? The case for better integration of media and creative teams has become common wisdom among clients and agencies, with businesses such as P&G and BT throwing out traditional silo models in favor of integration of data, execution, creative and content. In the vanguard of this dawning realization has been P&G’s Marc Pritchard, who has been outspoken in his calls for the complex agglomeration of roles accumulated within agencies to be swept away in favor of a simplified structure.