The move has been driven by the increasing activity in the region of international clients such as Colgate Palmolive, Kraft Jacobs Suchard, Danone, Ericsson and Ford. The agency hopes centralizing its Eastern European operations and positioning it nearer to the markets will help it gain efficiencies for its clients.
The Management Center handles the strategic planning, account servicing and coordination of all Eastern European activities.
Y&R has eight offices in Eastern Europe and cooperation agreements in six of the smaller countries.
Copyright July 1998, Crain Communications Inc.