New York--The Interactive Advertising Bureau has selected Euro RSCG MVBMS as agency of record for its branding campaign. The campaign is a pro bono effort by the interactive advertising and marketing industry, with an estimated value of $5 million for services being donated. Euro RSCG MVBMS succeeds Stein Rogan + Partners, which conducted research and developed positioning for the campaign. The campaign has a tagline of "Interactive. It's the active ingredient" and launched in July.