Publicis Groupe’s ongoing restructuring, which was first announced in 2015, is further taking shape in the U.S. via the introduction of three “zones” that break up the holding company’s creative hub into three geographical brackets.

Publicis Communications, which encompasses creative networks including Leo Burnett, Saatchi & Saatchi, Publicis Worldwide, BBH, Marcel, Fallon, MSLGroup and Prodigious, will now be organized under West, Center and East divisions.

Andrew Swinand, CEO of Leo Burnett North America, will take the helm of Publicis Communications Center, where he will lead Leo Burnett in Chicago and Detroit; Turner Duckworth; Fallon in Minneapolis; Martin Retail Group in Birmingham, Alabama; and Arc in Chicago.

Jem Ripley is taking on the role of Publicis Communications East CEO.

He joins from consulting firm Capgemini, where he led the digital transformation business for North America.

Prior to that, he spent 10 years at Publicis’ SapientRazorfish as president of the East region.

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