Conquest moves up value chain

Lansdown Conquest is relaunching as a premium-priced strategic advice specialist to convince clients to use the range of marketing services offered by its WPP parent.

Lansdown Conquest is relaunching as a premium-priced strategic

advice specialist to convince clients to use the range of marketing

services offered by its WPP parent.



The move coincides with the ditching of the Lansdown name, which has

been part of the agency’s title for two decades. It also marks an

attempt by the London shop to emphasise its place as part of the

Conquest European network, as well as its determination to work with

so-called ’challenger’ brands rather than the brand leaders handled by

its sister agencies, J. Walter Thompson and Ogilvy & Mather.



It is also part of a bid to give the agency a USP within a network

brought together in haste by WPP 11 years ago to handle Alfa Romeo’s

pan-European account.



The London agency will position itself as a ’gateway’ to WPP specialists

ranging from the OgilvyOne direct marketing operation and the Henley

Centre, to Enterprise IG, the brand identity and design consultancy and

Hill & Knowlton, WPP’s PR arm.



Taking advantage of a low cost structure, it plans to capitalise on its

strategic planning capabilities. ’That’s the added value we will bring,’

Julian Saunders,Conquest’s chief executive, said. ’And we will not come

cheap.’



The agency says it will happily recommend a non-advertising solution and

manage its implementation by other WPP subsidiaries if appropriate.



A number of the agency’s clients - including Bank of Scotland, Sunday

Business, and GB Information - already work with other WPP companies and

the agency plans to mix and match pitch teams to win more.



’It’s a mutual relationship that will lead to more referrals, higher

margins, greater stability and better solutions for clients,’ John

Wringe, the agency’s managing partner, claimed. ’It also becomes much

harder for clients to unravel such relationships. It’s difficult to fire

half a dozen agencies overnight.’



Topics