"We were brought in to see how Regus can compete in Europe in a market which is becoming more competitive and is expanding at a phenomenal rate," says Team Saatchi account director Alister Comrie. "This is the first time that anyone has sat down and thought about brand strategy and what media would be best to use to achieve it."
Comrie says there was no formal pitch for the business. Previously U.K. agency Big Stick worked on the account, which was then only worth between $814,000 and $1.2m, he says.
Regus Management is based in Holland, but its U.K. office in Staines, Middlesex, will run the account. Regus' clients have included Saatchi & Saatchi and Compaq Computer Corp.
Copyright March 1997, Crain Communications Inc.