2001 Rating: 2 stars
The biggest change at Euro RSCG MVBMS was the name-not that not having to spell out Messner Vetere Berger McNamara & Schmetterer made it any easier. Other than that, it was another year of consistency for New York-based MVBMS, which garnered $103 million in new business.
Most of that, however, was from its interactive and public relations units. Ron Berger was named the lone CEO, while the agency also was able to lure John Berg from DDB Worldwide to serve as its new president. Havas Advertising-owned MVBMS did a solid job of expanding on its "Jared" campaign for Subway fast-food restaurants with its "Subway. Eat fresh" campaign. Subway has had the fastest sales growth in the fast-food category for the last two years.
One of the agency's more significant advertising wins was for its healthcare business. Drugmaker Amgen awarded its $25 million account for Aranesp to the agency. Aranesp is a new anemia treatment that is expected to challenge Johnson & Johnson's Procrit.
Time to step up to the plate and start winning some true creative accounts. Look for Mr. Berg to become more active in account management, as well as luring new business to the agency.