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,’