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
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
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.’