BCom3 shakes up agency management teams.

A radical staff shuffle will accelerate the company's expansion.

B|[Com.sup.3] moved closer to its forthcoming IPO this week with the crucial announcement of new management line-ups at Leo Burnett, Starcom MediaVest and D'Arcy.

Roger Haupt, the chief executive of B|[Com.sup.3], has put a younger and more dynamic team in charge of the three networks with an eye to impressing Wall Street early next year.

Haupt surprised the advertising industry by appointing Bob Brennan, the 41-year-old chief operating officer of Starcom MediaVest, as the president of Leo Burnett Worldwide.

Not only is it a radical move to put a media man in charge of the agency, but it was also an unexpected appointment because Starcom's profitability makes it an important "cash cow" in the run-up to the sell-off. Haupt was not expected to rock the Starcom boat at such a crucial time in B|[Com.sup.3]'s short history.

Haupt said: "Bob has been chosen because he represents our future. He is smart and I will go with the best athlete every time. I've been fortunate that people haven't stereotyped me. Bob just happens to be in media -- he will bring a breadth to the agency and make sure that advertising and media keep moving forward."

He also insisted that the success of Starcom has been a team effort and that Brennan leaves behind him a strong management structure. However, Haupt is looking for a replacement for Brennan.