Sources familiar with the matter tell us that New York-based independent agency Conversation, which dubs itself “the [new traditional] agency,” is in the process of restructuring its executive team in order to put more emphasis on strategy and ensuring a “systematic completion of projects.” From what we’ve been told, among other things, there will be an executive team member solely dedicated to running the agency’s strategic offering, so there’s the emphasis part. Whether this means there will be departures and new hires should be determined within the next day or so. The structural shift won’t affect the status of Conversation founder Frank O’Brien, who will remain on board and be involved from “a high-level standpoint.”

Conversation, if you don’t know, has done emerging media and non-traditional work for the likes of Unilever, Svedka, Pollo Tropical and L’Oreal. And yes, there’s the strategy part as well. We should hear more on this by tomorrow.