Staff were told last week of the need for the firm to change and, according to managing director David Russell, "change is afoot and change is good".

Assisting in the firm's plans is BBDO DM Agency Proximity's chief operating officer Derek Bagnall, who will be involved in reshaping the firm over the next six months. He has been working with Russell since the start of the year.

The firm is rolling out the third generation of its automatic artwork system, but Russell said the main thrust of the repositioning was to provide consistent brand identity for clients globally. It has already worked with sister firm Minerva on a couple of end-to-end projects from creative to fulfilment.

Bagnall has been working on the commercial aspects and price structure for the new services.

"Repro houses in the past have given away added value," said Russell.

He said the firm was taking a more corporate approach needed to win this type of business, including being able to negotiate complex deals involving multiple suppliers and increase the business undertaken with non-BBDO clients.