Euro RSCG New Europe drops Romanian affiliate

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BUCHAREST--Euro RSCG New Europe has dismissed its Romanian affiliate office and is establishing a new non-equity partnership with the Bucharest-based agency ADDV.

ADDV, an agency established just over a year ago by five former employees of Romanian-owned Tempo Advertising, is now in discussions to begin work with Euro RSCG's active clients in Romania, including Air France, Philips, Peugeot and Carte Noir coffee.

In accordance with international agreements, ADDV will now handle all above-the-line work for these clients in Romania. But many of Euro RSCG's international clients had chosen to use other international agencies rather than the Euro RSCG affiliate office in Bucharest for below-the-line activities. ADDV Managing Partner Adrian Dura says he is hoping to regain some of that business from other international agencies.

The French agency network began discussions with five non-internationally affiliated Romanian agencies in February. Mr. Dura says Euro RSCG was particularly interested in ADDV because of the number of creative awards it had won and international clients it had picked up in only its first year of operation. ADDV's client roster includes AIG Life, Rhone-Poulenc, Adidas, Johnson & Johnson, Benetton and Levi Strauss & Co.

A junior employee at Euro RSCG's former affiliate office says the agency will be forced to change its name, but has not yet decided on what it will be. It will continue to handle its roster clients -- all domestic -- including Ultramed pharmaceuticals, Luxten lighting, and Aplac Consel human resources.

Copyright July 2000, Crain Communications Inc.

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