The NBC Agency has restructured its East Coast operations, promoting several execs and absorbing MSNBC’s creative services department.

Under the reorg, David Lipsius has been named VP of operations at NBC Agency East Coast, while Val Nicholas is now VP of business development at NBC Agency East Coast.

The NBC Agency also adds an inhouse unit — the NBC Agency Prods. shingle — and sound division the NBC Agency Sound and Music department to its domain.

“By combining the East Coast NBC Agency and MSNBC creative services departments, we’ve created a dynamic creative unit to oversee the news brands,” said John Miller, NBC Universal TV Group’s chief marketing officer.

Lipsius will oversee the combined group, as well as NBC Agency Prods. and NBC Agency Sound and Music. He’ll report to Frank Radice, exec veep of the NBC Agency East Coast.

Lipsius has been with NBC since 1995; he was most recently senior director of operations.

Nicholas, meanwhile, will focus on finding new ways to make money on the NBC Agency’s work. He’ll also continue as creative director for MSNBC. He’s been with NBC Agency since 1997.

Nicholas reports to Bill Hartnett, senior veep of NBC Agency East Coast.

Also adding stripes: Chris Meador has been named senior director, brand strategy; Skip Stuart is exec producer-senior director of special projects; Adam Kessler has been bumped to director of on-air promotion, East Coast; Jon Accarrino is manager of digital marketing; and Bill Platt has joined as senior writer-producer.