EURO RSCG TO RESTRUCTURE TATHAM SHOP;RYDHOLM WILL SHARE POWER;NAME CHANGE WILL HIGHLIGHT GLOBAL REACH

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Tatham Euro RSCG will restructure senior management and flip its name to Euro RSCG Tatham to highlight its global ties.

The moves are an attempt to heighten Paris-based Euro RSCG's profile in the U.S., said Steve Dworin, vice chairman-international, while rejuvenating what industry observers call a solid but sleepy agency.

"Right now, Tatham is a Chicago agency with an international network, but few people know about the international network," Mr. Dworin said. "We want to change that, so people know it's more than a local agency."

In the restructuring, Tatham Chairman-CEO Ralph Rydholm keeps that title but will also become one of four chief client officers who will run the agency as a team.

All four will report to Mr. Dworin.

DWORIN'S GLOBAL MISSION

A rainmaker and client-relationship builder in previous jobs running Deutsch/Dworin and N.W. Ayer & Partners in New York, Mr. Dworin joined Euro RSCG four months ago specifically to boost its presence in the U.S. as an agency with the ability and infrastructure to serve multinational clients.

Though it's the ninth-ranked agency in the world, with gross income of $640 million, and owns several U.S. shops, Euro RSCG has multinational business from only a few U.S. companies, and many non-clients think it's simply a holding company.

Last month, Mr. Dworin helped Tatham score with major client Procter & Gamble Co., when it won U.S. and European responsibility-and billings of more than $20 million-for skincare brands including Clearasil.

Mary Baglivo, now managing partner-client services director, will be one of the four chief client officers, retaining her current responsibility for P&G. Mr. Rydholm will lead the Hoover Co. and Ralston Purina Co. accounts.

The other two chief client officers will probably come from outside the agency and their responsibilities haven't yet been defined. At least one should be a top-level creative, Mr. Dworin said.

A NEW CHARACTER

Mr. Dworin said he wants to transfer managers from Euro RSCG offices in Europe to help give Euro RSCG Tatham a new character, though he won't necessarily fill chief client officer slots that way.

He also wants to name managing partners who will lead various functions at Tatham, such as media and research, and who will report to Mr. Rydholm on agency operations matters.

Mr. Rydholm initially resisted the restructuring, since it lessens his control of the agency, said those familiar with the situation. But the chief executive said last week he's a supporter: "The whole idea is to try to put the most senior people on client work."

RETIREMENT QUESTION

Mr. Rydholm, 58, has been leading Tatham since 1992, when he took over for Charlotte Beers, now chairman-CEO of Ogilvy & Mather Worldwide, New York. He dismissed questions last week about retirement.

Tatham had billings of $365 million in 1995, with revenue running at a below-average 10% of that. It won creative duties on the $75 million Hardee's Food Systems account in the spring of '95 and held onto about $30 million in Bayer AG billings last December after Bayer consolidated most of its worldwide billings at BBDO Worldwide, New York.

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