Osprey overhauls London office to form new integrated agency

The Osprey group is overhauling its London operation in a bid to raise its profile, boost its pitch conversion rate and tempt more clients to make use of its offerings above and below the line.

The Osprey group is overhauling its London operation in a bid to

raise its profile, boost its pitch conversion rate and tempt more

clients to make use of its offerings above and below the line.



Under the streamlining, Osprey Park, the group’s agency arm, and Park

Direct and CSP, its direct marketing and sales promotion subsidiaries,

will come together to form Osprey London.



The changes are the result of a two-month review of Osprey’s structure

and positioning by Chris Still, the former Still Price Court Twivy

D’Souza founding partner, who was appointed group chief executive at the

end of last year.



The review was prompted by the group’s frequent failure to make the

final stages of pitch contests and the fragmented nature of the London

subsidiaries, which restricted the cross-fertilisation of business.



’To win business you must have a profile and a good proposition which

you’re prepared to sell hard,’ Still said. ’We clearly didn’t have that

mix. We’re not going to try to be St Luke’s or Mother but we are going

to be more pro-active.’



The merger creates a new integrated agency, with a 100-strong staff,

that will account for 60 per cent of the group’s business. The rest is

generated by shops in Edinburgh, Southampton and Belfast.



Lester Corney, who heads Osprey Park, and Clive Smith, his CSP

counterpart, will become joint deputy chairmen of Osprey London. The

management line-up is completed by Alasdair Lloyd-Jones, who becomes

managing director while retaining responsibility for Friends Provident,

the Dutch Meat Board and Commission for the New Towns business.

Lloyd-Jones’s career includes spells at McCann-Erickson Manchester and

Young & Rubicam.



Osprey, which cleared the way for the changes with ten middle management

redundancies at the end of last year, is also scaling down its media

department in favour of a joint venture with a media independent. ’To

run our media in-house needs a large investment which we can’t make,’

Still added.



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