Euro RSCG, Chicago, Tapped for Bel Brands Creative

Along With PlayStation, Account Helps Offset Big Sprint Loss Last Year

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BETC-Euro-RSCG' class='directory_entry' title='Ad Age LookBook '>Euro RSCG's Chicago office has picked up lead creative duties for Bel Brands' Laughing Cow and Boursin brands after a review.

When the marketer began the pitch earlier this year, incumbent shop DDB Chicago chose not to participate. It's understood that OMD, which handles media duties, is unaffected by the review. The duties that Havas-owned Euro will handle include brand strategy, broadcast and print, as well support for digital marketing and emerging media.

"The team at Euro, Chicago, has demonstrated impressive expertise in understanding and appealing to target markets like ours," said Ann Legan, VP-marketing at Bel Brands in a statement. "We expect their highly creative approach will resonate with consumers and fans of our fun, delicious products."

It seems as though we can expect a lighthearted approach from the forthcoming work for these brands. "Boursin and the Laughing Cow are brands that consumers have a strong emotional connection to," said Euro RSCG Chicago President Norm Yustin. "We're excited to develop ideas that honor that heritage and look forward to discovering new places for Bel to share its message so the Laughing Cow, Mini BabyBel and Boursin can add personality to the cheese aisle."

Bel isn't a big measured-media spender; it spent about $22 .7 million last year, according to Kantar Media. But for Euro's Chicago office, it helps to offset some of the revenue lost when the office late last year Euro RSCG lost the direct, digital and mobile account for Sprint, its biggest account.

Immediately in the wake of the Sprint loss, it picked up Sony PlayStation's CRM account, but still the agency conducted some layoffs this spring, and has let some other staffers go along the way.

The agency said last week that as it works to become more digitally driven, it has let go of some staffers and hired others with skill sets best suited to grow its business.

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