Euro RSCG Worldwide, a global agency network that takes an integrated approach to direct and digital marketing, is growing its b-to-b direct business with key account wins and successful campaigns for clients.
B-to-b now makes up more than a quarter of total revenue at Euro RSCG, whose clients also include consumer brands such as Heineken, Kraft Foods and Volvo.
“B-to-b work is infused across all of our agencies,” said George Gallate, global chairman of Euro RSCG 4D, New York, a digital agency that is part of the Euro RSCG network. “We believe that truly effective marketing communications isn't because you know all about the b-to-b channel or all about the b-to-c channel, but because you go very deep into understanding what your target audience wants to do and you have an incredible understanding of the channel to make that work.”
Last year, Euro RSCG 4D was named lead global digital agency for IBM Corp., with which it has had a 14-year relationship. (Spending on that account was undisclosed.)
Prior to the account win, Euro RSCG handled global relationship marketing and strategic e-mail marketing for IBM.
Under the new relationship, Euro RSCG 4D is the lead agency for all IBM's global digital work. Euro RSCG collaborates with IBM's other agencies, including Ogilvy & Mather Worldwide and OgilvyOne Worldwide, both New York.
“IBM was a truly spectacular win for us,” said Gallate, who manages the IBM account. “It established quite clearly that digital as a core model is working very well for Euro RSCG.”
One of Euro RSCG's first new digital projects for IBM was the Social Media Aggregator, an online tool that brings together social media feeds, blogs and other content around specific topics into one channel, allowing users to interact with each other as well as topic experts and IBM executives.
The Social Media Aggregator was introduced at IBM's Impact conference in May, and is available at ibm.com/social/impact.
Another key b-to-b win for the agency network last year was Sprint, which named Euro RSCG Chicago its digital agency of record.
“Sprint had been a client of Euro RSCG Chicago—an integrated agency that has digital at its core, as well as an incredibly deep history in direct marketing,” Gallate said.
“The Sprint account was originally focused on direct marketing and, with our success in how we went to market and built direct marketing programs, they gave us their data business and their digital business.”
For Sprint's business customers, Euro RSCG Chicago developed a direct campaign, called “Winning Combination,” with the goal of getting businesses to integrate their Sprint wireless service with their PBX (private branch exchange) systems.
The agency used a high-impact direct mailer, featuring the “winning combination” of peanut butter and jelly, to encourage business customers to set up a meeting with their Sprint account managers.
“Everyone understands the magic of peanut butter and jelly and, by putting some things together, you can make something that is really special,” Gallatte said.
“Sprint was looking for a 3% response rate, and we achieved an over 10% response rate. We captured [the target audience's] attention and did it in such a way that we got a lot of meetings for Sprint and tripled their expectations.”
Euro RSCG is also growing its business with financial services companies, such as Charles Schwab Corp. and NYSE Euronext, a holding company created through the combination of the New York Stock Exchange and Euronext, a pan-European stock exchange.
For Schwab, Euro RSCG New York created a digital campaign called “Investors Rule,” designed to reassure investors during the financial crisis.
“We took the power of "Talk to Chuck,' a 5-year campaign [created by Euro RSCG New York], and got Charles Schwab to talk to investors during the financial crisis,” Gallate said.
For NYSE Euronext, Euro RSCG New York developed an integrated campaign called “Powering the Exchanging World” to raise brand awareness of NYSE Euronext and highlight its listed companies.
The campaign had a significant digital component, including rich media ads targeted at traders and investors.
“One thing I think we've done as an agency is take the basic premise we all learned in direct and apply it to all communications—everything we do must be targeted, accountable and persuasive. Those are the basic principles upon which we build creative business ideas.”