The new agency, with billings of $295m (£189m), will have a single executive management team, with Juan Rocamora as CEO, and a single financial reporting structure. Rocamora will also maintain his current role of Euro RSCG Southern Europe.
Clients for the new agency include Citroen, Danone, Peugeot, Reckitt Benckiser and Direccion General de Trafico.
The agencies that are part of Euro RSCG Partners are: advertising agency Euro RSCG Lorente; database market agency Asci Direct; interactive agencies BCN Inedita and eOne; marketing shop The Sales Machine; media agency Difusion y Audiencias; and public relations agency Interprofit.
Joining Rocamora on the executive team is Jose Maria Canalda as chief operating officer. The management board will comprise Paula Cueto, the chief financial officer for Southern Europe; Jose Maria Batalla, vice-president and creative director of advertising; Cristina Barturen, creative director for marketing services; Javier Torrescasana, general manager in Barcelona; and Javier Bernal, integration director.
Rocamora said: "We are creating a new business model, discarding the role of the traditional communications group, only there to serve as a 'brand guardian'. In its place, we have formed a true idea company, playing the role of 'business explorer', testing boundaries and discovering new territories."
Bob Schmetterer, chairman and CEO of Euro RSCG Worldwide, said: "This move is a tremendous step in our response to clients' needs for one integrated network, across disciplines and across countries."
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