Siebert Head to revamp with new creative boss

Branding specialist Siebert Head is looking for a high-profile creative director as part of its plan to rejuvenate its image.

The incomer will replace current creative director Tony Watts on the consultancy’s board. Watts, who has been with Siebert Head since it was founded 25 years ago, will remain within the organisation and retains his shareholding.

According to managing director John Parsons, Watts, who is approaching 60, is “hugely supportive” of the changes. The aim, says Parsons, is to be “the best design group in Europe”.

The move follows a study by a management consultant into Siebert Head’s image. This found that, though it has just had one of its best years, it is perceived as unexciting. “We had the sense of getting a bit tired,” says Parsons.

It has restructured its 34-strong team into three divisions, which Parsons describes as “getting it” (sales and client services); “doing it” (creative); and “controlling it” (finance and administration).

The creative team, to be led by the new creative director, comprises graphics, under newly promoted head of graphics Tim Moore; structural design under Sean Fortune; and Mac implementation under head of production Peter David. Print and production director Alan Fayers remains on the board.

Responsibility for sales and client services has been split. Existing board director Satkar Gidda retains sales, with Christiane Ella promoted to take the post of client services director.

Finance and administration are rolled into one, with Melina Frangiamore becoming associate director – a position which will lead to a full directorship, says Parsons. Non-executive finance director Neil Smallwood becomes just non-executive director.

Paul Hance, currently design services director, becomes marketing innovation director to develop initiatives across the three divisions. John Braddell remains non-executive chairman and Parsons managing director.

Staff shifts make up the first phase of the plan, says Parsons, who envisages growth to around 40 people next year. Phase two, due to be in place within three months of the creative director’s arrival, will be to address the “cultural core” of the consultancy and liven up its image.

Siebert Head meanwhile plans to open a joint venture office in Poland later this month on the back of its success in central Europe. This year 50 per cent of its work has come from overseas.

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