Consultancy Start Group is rebranding from StartJG and has brought in a new chief executive as it marks its 20th year in business.
Mac Macdonald has been appointed as the new chief executive at Start Group and replaces consultancy co-founder Mike Curtis, who moves to the role of group president.
MacDonald joins from Sid Lee in Amsterdam and has previously worked at Publicis, Grey Group and Ogilvy.
A spokesperson for Start Group says the consultancy is currently looking to bring in more new hires across the business.
Start Group was set up in 1996 and initially took the name Start Creative.
The consultancy become StartJG after taking a stake in Manchester-based retail specialist JudgeGill in 2007 and later merging with the business.
The new Start Group features a number of specialist companies including branded tourism business Discovery Partners, digital smartstore platform Connected Retail and brand advertising company Hometown.
A spokesperson for Start Group says: “Start is an independent group built to realise opportunities for brands within the experience economy.”
She adds: “We’re leading with a refreshed brand as we embark on our 20th year. We started the agency as Start two decades ago, with two people. It seemed fitting that, in light of our group position, we go back to where we started. Now as Start Group.”
Macdonald says: “I’ve been a huge admirer of Start for many years, since working alongside them to deliver the future of connected retail on a global scale for adidas, and I’m thrilled to be joining an exceptional team at such an exciting time for the business, and our industry.”