Name Could Be Used for Network's New Marketing Services Entity

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NEW YORK (AdAge.com) -- Havas, the Paris-based parent company of global agency network Euro RSCG Worldwide, is looking to trademark the name Euro RSCG Worldwide 4D.

A March 4 filing with the U.S. Patent and Trademark office seeks to use the name for a host of advertising-related businesses, including marketing consulting, corporate identity, public relations, and direct and interactive marketing, known as marketing services.

April 2 unveiling
Euro RSCG will unveil April 2 a new marketing services company. Euro RSCG Worldwide 4D could be the global brand name for the new entity, which would house Euro RSCG's marketing services agencies, sometimes referred to as "below the line" agencies.

A Euro RSCG Worldwide spokeswoman said Euro RSCG Worldwide 4D is not the name of the new entity. She said she does not know what the trademarked name will be used for.

George Gallate
Jim Heekin, Euro RSCG Worldwide's chairman-CEO, alluded to the marketing services unit in January. At that time, Mr. Heekin said the entity will be led by George Gallate, a longtime Euro RSCG executive who leads the Intel ad account, one of Euro's largest, and is also CEO of Euro RSCG Interaction, the network's interactive unit.

The new operation will account for approximately 50% of the network's revenue, Mr. Heekin said in an interview with Advertising Age earlier this year.

Other units that may become part of the new entity include direct and database marketer Brann Worldwide, which Havas last fall moved from Arnold Worldwide Partners into Euro RSCG.

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Kate MacArthur contributed to this report.

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