Best agency network with a b-to-b emphasis

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Euro RSCG Worldwide’s network of agencies handles some of the most prominent global brands in the b-to-b space, including Intel Corp., WorldCom Inc., International Paper Co., Credit Suisse Group and Airbus.

Last year, Euro RSCG generated $270 million in b-to-b revenues worldwide. More than 40% of those revenues, roughly $110 million, were generated by its U.S. agencies, most notably Messner Veere Berger McNamee Schmetter Euro RSCG, New York, and Euro RSCG Tatham, Chicago.

When it comes to the b-to-b sector, the New York-based agency network has a decidedly unique viewpoint. "Being too focused on the b-to-b target obfuscates the vision of larger [marketing] possibilities for a campaign," said Annette Stover, Euro RSCG marketing director. "The brand lives beyond the business-to-business marketplace, and communications that extend to the consumer…[help] build the brand."

Case in point: When Euro RSCG created a new advertising campaign in 2000 for the Airbus A380 aircraft—which will be the world’s largest commercial airplane when production is complete in 2006—the company decided to cast a very broad net to market a $230 million product that very few airlines could afford.

Euro RSCG could have gone the direct mail route, or bought ad space in trade titles targeting C-level airline executives. But instead, the company took Airbus to the airwaves with a broadcast TV campaign that ran on CNN, CNBC and BBC World, among others, in European and Asian markets. The campaign also included ads in the international editions of The Economist and The Wall Street Journal.

The gamble paid off, and within five months of launching the campaign, which runs through the end of 2001, Airbus generated the 50 orders necessary to launch the A380 aircraft commercially.

Reaching for the stars

Having tremendous reach helps. Euro RSCG maintains offices all over the world, including mainstays Euro RSCG Wnek Gosper, London, and BETC Euro RSCG, Paris.

In the U.S., the network operates seven additional shops and offers services ranging from interactive advertising to direct marketing to Web-based customer relationship management:, New York: e-CRM for Cahners Business Information and IBM Corp.

Meridian Euro RSCG, Westport, Conn.: sales and marketing consulting for Eastman Kodak Co.

Middleberg Euro RSCG, New York: public relations and online marketing for Gartner Group Inc. and Microsoft Corp.

Devon Direct Euro RSCG, Berwyn, Pa.: direct marketing for Sun Microsystems Inc. and Network Solutions Inc.

AKA Euro RSCG, San Francisco: integrated marketing for Dialpad Communications Inc. and InfoWorld

Euro RSCG DSW Partners, Salt Lake City: advertising for Rambus Inc. and Xircom Inc.

Tyee Euro RSCG, Portland, Ore.: long-range television for Agilent Technologies and Hewlett-Packard Co.

"Marketers understand they must have equal focus on all the touch points" related to a campaign, said Ian Ferguson, CEO of Euro RSCG’s marketing services. "You can’t just carry advertising anymore. You have to focus on other marketing media."

On the campaign front, Messner Veere Berger McNamee Schmetter Euro RSCG earlier this year launched Intel’s Pentium 4 blitz with the now-famous Blue Man Group. Other key campaigns created in 2000 by Euro RSCG include the "Generation D" campaign for WorldCom and a branding campaign for United Technologies Corp.

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