MESSNER VETERE

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In its nascent interactive foray, Messner Vetere Berger McNamee Schmetterer/Euro RSCG has two things going for it: an agency culture already well-steeped in technology (one and a half computers for each employee) and client MCI Communications Corp.

Partner Bob Schmetterer said the agency is "exploring everything that everyone else is," including, over the next six months, interactive TV tests with MCI.

Although there's little that actually appears to be on the front burner, Mr. Schmetterer said about six of the agency's 15 clients have asked about interactive options.

Messner created Prodigy ads for Volvo Cars of North America and will place kiosks in the car company's dealerships over the next year. The agency is also discussing interactive ideas for New Balance athletic shoes.

There is as yet no dedicated interactive agency group, but Mr. Schmetterer said 15 staffers, primarily media planners, are looking at options, including possible affiliations with outside software or media companies. That group is also charged with apprising the agency on interactive developments and encouraging staffers to subscribe to online services.

"We are," Mr. Schmetterer said, "on the frontier of a new era."

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