Pushing interactive TV

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After the high-profile, Internet-oriented "Revolvolution" campaign for Volvo Cars of North America last year, New York-based Messner Vetere Berger McNamee Schmetterer/Euro RSCG's most far-reaching move in 2001 was the March opening of an Amsterdam office to oversee European creative and strategic marketing for Volvo. Called MVBMS Fuel-linking Messner Vetere and integrated marketing communications agency Fuel North America, which both are part of Havas Advertising-the Dutch agency hired away WPP Group's car expert, Christopher Donkin, as managing director. At home, the New York shop closed for almost a week after the attack on the nearby World Trade Center.

Messner Vetere claimed $92 million in net new billings, picking up CSFB direct, Dish Network and, at MVBMS Hispanic, the Latino account for Subway Restaurants. The agency lost Nasdaq and Universal Studios Recreation Group.


Messner Vetere is trying to persuade all its clients to follow Volvo's example and test interactive TV. Rather than single out product categories for growth, CEO Ron Berger prefers "to look at how people's lives are changing and what ideas can do to develop business ideas."

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