MESSNER VETERE BERGER MCNAMEE SCHMETTERER/EURO RSCG: BRAND-BUILDING MAY NOT BE ENOUGH

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Messner is known for solid, brand-building creative, although not necessarily for its edgy style. Its biggest hits in 1997 were delivered on behalf of existing clients, including the 10-321 campaign for MCI Communications Corp.; another for the new Volvo Cross Country wagon ("The car that can save your soul"); and the introductions of DVD technology and WebTV for Phillips.

Other relationships were not as prosperous: Messner lost Bausch & Lomb; resigned Club Med; and finished second to McCann-Erickson Worldwide in a review for the $100 million MasterCard International account.

Messner partner and Euro RSCG Chairman-CEO Bob Schmetterer is trying to integrate Euro's operations into a cohesive whole while allowing the shops to keep their individual personalities.

LOOKING AHEAD

What becomes of Euro's U.S. structure is still in question. Parent Havas Advertising management has acknowledged it's looking for a U.S. partner, which could strengthen its shops, and boost new-business efforts.

Messner itself has to replace several clients, including Dunkin' Donuts, Club Med and the creative for Cadbury Schweppes' A&W Root Beer.

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