Published on .

2004 Rating: 2 stars

The essence: The largest entity within parent Havas following a worldwide restructuring in 2003, Euro struggled in 2004. Jim Heekin, named chairman-CEO upon Bob Schmetterer's retirement last January, simplified Euro's name globally and merged numerous below-the-line businesses into one unit, 4D. The impact of those and other changes has yet to take hold, and Euro must maintain its focus to preclude further weakening of its U.S. business.

Net growth: Early year losses, particularly in Chicago (including Walgreen Co., Red Lobster and Nestle's Stouffer's Red Box) ) were covered by later wins: GlaxoSmithKline's Advair, Schering-Plough Corp.'s Claritin, Nicotinell and Charles Schwab & Co. Chicago added bulk via a merger with RPA/Chicago, bringing on three executives and six accounts. But one of Euro's largest accounts, Intel Corp., is in review, and tongues wag about Volvo Cars of North America's status. Euro added more duties for marketers Sanofi-Aventis, Volvo and Danone.

management: After Mr. Heekin became chairman-CEO, management changes ensued: ex- Y&R executive Ron Bess joined to oversee Canada and Chicago, and Steffan Postaer took on creative leadership in Chicago. In New York, President John Berg and Creative Director Kevin Roddy left. On the West Coast, San Francisco creative shop Black Rocket closed.

Creative quality and effectiveness: Campaign for the Volvo S40 sedan, in the image of a Microsoft Corp. Xbox video, put the new vehicle in front of a youthful target. "Flowers," close-ups of single stems for Danone's Evian North America water, positions the product as a health and beauty aid.

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