Euro RSCG Worldwide

Following one of the most difficult years in the industry’s history, Euro RSCG Worldwide emerged from 2009 as the recipient of new and expanded business, as the proud creator of some of the industry’s most creative and effective work, and as the driving force behind a set of ambitious, socially responsible goals around which global marketers are rallying.

Euro RSCG will never be satisfied with the way things are. The teams have an unwavering focus on getting clients to the Future First, and this requires an ongoing commitment in three key areas: continuously fine-tuning the business model, with the integration of digital at the core; honing Euro RSCG’s ability as a global network to influence consumer behavior; and having what it takes to attract and retain the best talent in the industry.

• Business Model and Digital at the Core

Over the past decade Euro RSCG has brought digital into the core of its agencies, merging digital agencies with its advertising agencies. Euro RSCG is the only major agency to have employed this integrated model, giving it a critical edge in pitches against companies that are digital-only or that continue to follow the inadequate approach of retaining digital within a silo.
As a consequence of this unique model, a majority of Euro RSCG’s business globally is now through-the-line, encompassing digital, advertising, direct/data, retail and more. This model has made Euro RSCG the undisputed global leader in the digital space and has delivered some of the largest wins of the year, including the global accounts of IBM and EDF. Euro RSCG is a true leader in the social media space, as well—an increasing focus given the transformational nature of the medium. Word of mouth has always been the most powerful marketing tool, but now social media have dramatically increased the scale, velocity and immediacy with which people can influence each other. In 2009, Euro RSCG helped many of its clients (e.g., Kraft) build highly effective communications strategies centered in social media. Its work on Dos Equis has made it the category leader on Facebook. Launched mid-November, Euro RSCG’s U.S. social media study garnered attention around the world. Last, but certainly not least, the Evian “Rollerbabies” work from Paris debuted on YouTube and quickly became the most downloaded piece of commercial content ever – so successful, indeed, that it has been inducted into the Guinness Book of World Records.
Euro RSCG’s expertise in incorporating digital—including the smart use of social media—seamlessly into marketing programs is more than invaluable; it represents the future of the industry and a vital point of differentiation for the company. Whereas digital agencies understand digital but not brands, and traditional agencies understand brands but have not necessarily grasped digital, Euro RSCG has a deep understanding of both and has integrated the two in a way others simply cannot match.

• Global Network

In 2009, Havas Worldwide put social responsibility firmly at the core of its businesses around the world. While new business, organic growth and creativity continued to drive numbers in each region, the agency is much more than that. Under the leadership of David Jones, the Group has made it its mission to convince the marketing communications industry that it has not only the responsibility but also the obligation to use its unique abilities to influence consumer behavior to address some of the major issues facing the world. This past year Euro RSCG has spread the word across the globe—to world leaders, heads of industry, the media, and to millions of motivated individuals.

In every market in which the Group operates, “Tck Tck Tck,” a global alliance working together to combat climate change, was launched. Havas Worldwide developed the first-ever global digital music petition ahead of the Copenhagen climate talks last December. In total, Havas Worldwide was able to rally more than 15 million people from around the world to sign the digital petition in support of rapid action to save the planet from dangerous levels of environmental change. The One Young World Summit, brainchild of Euro RSCG, was also launched and brought nearly one thousand young people to London in February 2010 to discuss issues that affect the world and generate solutions. With a team of counselors that includes former U.N. Secretary-General and Nobel Peace Prize laureate Kofi Annan, Archbishop Desmond Tutu, musician and activist Bob Geldof and Grameen Bank founder Muhammad Yunus, among other notables, One Young World is working to provide young people across the globe with a platform from which to influence world leaders and effect positive change.

The advertising industry today is operating in an era in which increasingly mindful—and proactive—consumers are demanding that companies stand for something more than financial results. They are looking to business to drive social change and take a leadership role in solving critical local and global problems. By tapping into its network expertise to help propel these efforts, Euro RSCG is helping to grow its clients’ businesses, and get them to the Future First, while also setting itself uniquely apart as an agency and contributing solutions to issues facing the shared world.

• Talent

Talent remains the lifeblood of the agency, and over the past year it has attracted some of the best in the industry. In a truly significant global coup, Euro RSCG was able to welcome Fernanda Romano to London, from JWT, in the new role of Global Digital Executive Creative Director. Also joining the London agency in 2009 was Mick Mahoney, who left his role at BBH to join Euro as Executive Creative Director. After 11 years at AKQA, Craig Walmsley joined EHS Brann as head of digital for the Group and Managing Director of Euro RSCG 4D Digital. Russ Lidstone, the former Chief Strategy Officer of Euro RSCG London, was appointed CEO.
In North America, Ron Bess was promoted to President of Euro RSCG North America, and Marian Salzman, one of the leading experts in social media, joined Euro RSCG PR as President of North America. Euro RSCG attracted one of the country’s top agency leaders in Jamie King, who left his role of CEO at Publicis Hal Riney to join Euro RSCG Chicago as Co-President alongside Joy Schwartz.
In Europe, a new Peugeot International structure within the BETC agency in France was launched with the appointment of Henri Tripard and Anne-Cécile Tauleigne as Global MD and Global Creative Director, respectively. Meanwhile in Belgium, the Group appropriated the digital talent of Laurent Dochy and Mathieu Michaux from Famous (one of the top three creative agencies in that country).
Asia Pacific welcomed some of the top minds in the region. CC Tang was hired as Euro RSCG’s new Chief Creative Officer in China, in which position he continues to build the agency’s reputation as a formidable force. Dennis Wong, widely recognized as one of China’s most respected ad industry figures, became Group Managing Director for Euro RSCG Hong Kong and Southern China. Edward Su became the first Group Managing Director for Shanghai and Eastern China. Sharon Chen was hired as Chief Strategy Officer, Greater China, from Ogilvy, while Jordan Hsueh, joining from JWT, was named Chief Creative Officer, North China. More recently, Billboard Kwok was hired away from iCoupon as Managing Director of 4D Greater China, and Carey Loh came on board as Digital Head in Beijing. In Australia, The Furnace hired Mark Ashley-Wilson as the agency’s new head of digital from Three Drunk Monkeys.
Retaining its best talent is equally important to Euro RSCG. To that end, it continued the Leadership Excellence Program launched in 2008. Working with professors from the Wharton School of Business, the agency has created a curriculum designed to develop the skills of the next generation of leaders.

 

• Recognitions

Euro RSCG’s efforts have been recognized across all regions: Euro RSCG has been named Global Network of the Year runner-up by Campaign; was ranked number two on Advertising Age’s exclusive top-10 “A List” in North America; and is the largest advertising network in terms of volume of international accounts for the fourth year running, according to the Global Marketers Report published by Advertising Age. It is the Southeast Asia Agency of the Year in Singapore and European Network of the Year. In addition, readers of Adweek voted Euro RSCG one of the top three agencies of the decade, named Arnold Boston’s campaign for American Legacy/Truth the Campaign of the Decade, and voted David Jones number two Agency Executive of the Decade. Healthcare business continues to blossom, with Euro RSCG Life enjoying double-digit growth in 2009 and winning a number of major AOR assignments, including Cephalon, Genentech, Medtronic and Novartis. Euro RSCG Life has been named All-Star Network of the Year by MM&M and Agency of the Year by Adweek.

• Significant Events in 2009

2009 was no ordinary year for businesspeople around the world. The advertising industry, which touches every aspect of consumerism and popular culture, was as heavily impacted as the clients we support. The economic crisis and clients’ reaction to it were unavoidable obstacles in the business landscape; however, Euro RSCG’s obsession with incorporating digital/Internet strategy, planning and creativity into everything it does has had strongly positive effects. Digital business continued to grow in 2009, and those agencies that are fully integrated digitally were able to resist the downturn very well. The shift to digital is fundamental and permanent; fortunately, Euro RSCG Worldwide is well positioned to take advantage of this change—and to handle whatever economic challenges the future holds.

• New Business 2009

Accounts won in 2009 include the global Credit Suisse and Dulux AkzoNobel accounts, Heineken, DBS and BBVA among others. The year also brought a number of new account wins in digital, some of the most significant of which were IBM, EDF, Heineken, Lacoste and Sprint. Euro RSCG was also appointed to Unilever's first-ever global digital roster.