The move is part of the network's ambition to become a global marketing services offering with agencies across all disciplines in local markets.
Euro RSCG 4D will incorporate its digital and interactive operations such as Euro RSCG Circle, its direct marketing and sales promotion agencies such as EHS Brann and KLP Euro RSCG, and the data offering EHS Brann Discovery. The network will work across Euro RSCG Group clients including Intel, Peugeot and Diesel.
It will be headquartered in New York and split into four service divisions: Direct for CRM and DRTV; Digital for interactive; Drive for promotion, event and design, and Data, housing its analysis and profiling operations.
4D will be led by George Gallate, an executive vice- president of Euro RSCG Worldwide and the global chief executive of Euro RSCG Interaction.
Jim Heekin, the Euro RSCG Worldwide chairman and chief executive, said: "It will not only make it easier to create and execute integrated marketing, it will also make us easier for clients to buy locally, regionally and globally."
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