John Sanders, the managing director of McCann Erickson Brand Response in Birmingham, is to join Big Communications Group as chief executive.

Sanders, who has been at McCann's consumer retail division for five years, will take up his role with Leicester-based Big on 5 May. He will head up a group which consists of creative agency Big Communications, digital firm Fuse and sales promotion specialist Spark.

Before joining McCann, Sanders spent five years at MG Rover, where he rose to the position of global sales and marketing director at the car firm.

Chris Morris, Big Communications Group chairman, said: “We are confident that John’s extensive client and agency experience and wealth of sales, marketing and managerial expertise will make a significant contribution to our business.”

Sanders added: “It was a difficult decision to leave McCanns after five fantastic years. I am proud to have been part of the team there that has achieved so much, but this was one of those opportunities which very rarely comes along.”

McCann is advertising for Sanders's successor and until then Dean Lovett, chief executive of McCann Birmingham, will take responsibility for his clients until a replacement is found.

Lovett said: "In his time at the agency, John has been instrumental in helping Brand Response (formerly Consumer Retail and Automotive) go from strength to strength.

"I know he found it a difficult decision to leave us after five fantastic years and he is proud to have been part of a team that has achieved so much, but this was one of those opportunities which very rarely comes along. We wish John all the very best with his new position.”