This Old-School Network Figured Out How to Make Digital Work, and It Beat the Specialists at Their Own Game
By Rupal Parekh, Published: January 25, 2010
NEW YORK (AdAge.com) — More than five years ago, Havas, the Paris-based parent of agency network Euro RSCG, announced the formation of Euro RSCG 4D, a unit to house the shop’s below-the-line digital, direct and promotion services under one roof. The move was meant to offer clients better-integrated marketing solutions, but soon after the unit was launched, Euro’s operations, especially in the U.S., began losing ground digitally to specialist shops.
“Unfortunately, we started paying too much attention to the articles about how clever we were and didn’t pay attention to actually staying at the forefront of digital,” admitted David Jones, global CEO of Havas Worldwide and Euro RSCG Worldwide. So the agency did two things: It got over itself and it brought 4D — with a renewed focus on building out digital expertise — back inside the broader shop, where it now appears to have cracked a code others haven’t.
In a surprise move in November, tech giant IBM moved digital-marketing responsibilities from Digitas to Euro RSCG. That capped a yearlong turn for Euro in North America during which it earned a reputation as a big, digital-savvy agency capable of beating pure players at their own game. (more…)