Headquartered in New York, Euro RSCG 4D will integrate all of the agency's global marketing services capabilities into four offerings: a direct division will house CRM, DRTV and direct marketing; a digital division will look after interactive activity; a 'drive' offering will include promotion, event, retail, channel, design, merchandising and brand experience; and a data division will look at modelling and analysis.
Euro RSCG's existing marketing services and interactive companies will be merged with agencies, such as Euro RSCG Skybridge, EHS Brann, BrannWorldwide and NRS, that joined Euro RSCG during the reorganisation of Havas last year.
George Gallate, executive vice-president of Euro RSCG Worldwide and global chief executive officer of Euro RSCG Interaction, will head up the new company as chief executive officer. Gallate, who is also global brand director on the Intel account, will be responsible for the development of Euro RSCG's marketing services capabilities as well as client business development.
The new brand will combine 118 offices and 45 businesses in 42 countries and will employ more than 5,000 staff. Key clients include Intel, Peugeot, Diesel, Diageo and Citigroup.
Jim Heekin, chairman and CEO of Euro RSCG Worldwide, said: "It will not only make it easier to create and execute impactful integrated marketing programmes, it will also make it easier for clients to buy locally, regionally and globally.
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