Euro RSCG Worldwide PR
Euro RSCG added to its stable of multinational clients such as Sanofi-Aventis, Sears, and Reckitt Benckiser, with a strong year for network new business. It picked up global accounts from the French town Annecy which is bidding to host the 2018 Winter Olympics, Australian Wool Innovations, Chivas, IBM, and the International Monetary Fund.
It was also a good year for hires and awards. The poaching of Nor Badron from Intel to head up the Southeast Asia operation was a major coup, as was luring Michel Bettan from his role as communications director at UMP, the majority party in France to become COO at Havas Worldwide Public Affairs.
Euro RSCG Worldwide PR North America picked up Adweek’s Healthcare Agency of the Year award as well as Medical Marketing & Media’s 2010 All-Star Network of the Year award.
However, what really stood out for the agency was its progress in social media and the youth market with the launch of showcases for its social media work, and a blog for and by teenage girls.
Q&A – Nathalie Biderman, Chief Operating Officer, Euro RSCG Worldwide PR
How has the economic climate changed the way you work?
Client retention, reflected by a redoubled focus on creativity, quality and results, is always key during economic downturns. As is retaining top talent–another important focus for our agencies across the globe.
Which three offices have been experiencing the greatest growth over the 12 months to July 31, 2010? Why?
Euro RSCG PR, North America, now led by Marian Salzman, has seen double-digit growth year-on- year, and in 2010 is the most nominated agency in the U.S. for the Stevie Awards, and the second-most-nominated and -awarded for the PR News awards. The Abernathy MacGregor Group (U.S.) and Euro RSCG Sensors (Poland) have also had extremely strong years.
What were your agency’s three highlights of the past year?
- One Young World support. In February 2010 we supported the inaugural One Young World (oneyoungworld.com) summit, co-founded by David Jones, CEO, Havas Worldwide, and Kate Robertson, chairman, Euro RSCG UK, uniting nearly 1,000 delegates under 25 from 100-plus countries with leaders including Desmond Tutu and Kofi Annan. The event, called “Young Davos” by world media–including BBC (U.K., Brasil, Mundo, Arabic), CNN, Al-Jazeera, MTV, Huffington Post, The Economist, Reuters, The Wall Street Journal, L’Express, Canal +, and La Nación, among others–began a movement for change. Marketing Week (U.K.) said: “Arguably the most forward-looking and comprehensive piece of corporate social responsibility ever attempted.”
- Wyclef Jean 2010 support. When Jean made his presidential bid, we were working for his NGO, Yéle Haiti, and were retained to support our political-minded affiliate, Washington, D.C.-based New Partners. We received 500-plus media requests per day after Jean’s announcement, and in less than six weeks, the campaign garnered almost 10.8 billion media impressions, across six continents. We established Wyclef–ruled ineligible to run–as a statesman, a man with a passion for his country and a potential to lead (maybe not now but to keep in mind for future). ERWW PR brokered a spot for him as visiting fellow at Brown University.
- Euro Social. We launched Euro RSCG Social, a cross-discipline, cross-leadership social media arm. We’ve offered unmatched SoMe expertise to clients and the industry since as early as 2005, when we were the first agency to put digital at the core of our business globally. Euro RSCG Social will give our clients a competitive edge in the digital space. We've already had huge successes in the social media space–from creating the most-downloaded piece of commercial content in history, Evian’s ‘Roller Babies,’ with more than 128 million downloads and counting; to gathering 17 million supporters for our digital-based “TckTckTck” campaign for climate justice.
Tell us about one account for which your agency is producing creative and effective digital work
Through an extensive seeding and social outreach program we created the most successful commercial viral video ever – the Evian ‘Roller Babies.’ Several viral teaser films featuring the tots appeared tactically on heavily trafficked sites and blogs. A dedicated site, Facebook page and “making of” film were also created to support the online drive. The campaign is now in the Guinness Book of Records with more than 128 million downloads and counting, and additionally, the campaign has earned 95 percent positive feedback.
What are the most effective ways of encouraging more collaborative working between global sister agencies?
Vive la différence! Some international PR groups standardise their international offices with a top-down ‘command and control’ approach to clients–not us. At Euro RSCG we share a focus on creating social momentum for brands, countries, institutions and people to ensure the cultivation of the right conversations and smart earned media presence. We tap into common toolboxes and strategic thought leadership programs to leverage expertise at the discipline, industry and country levels. Our findings and insights are cited in news media for their originality–and because we are rewriting the rules, exploiting our understanding that local is the new global.
What was your best decision over the past year?
To mirror what our clients have done–manage costs effectively and be diligent in our determination to deliver work that truly impacts on our clients’ businesses.
What will successful global PR agencies be doing in 2011?
2011 and even 2012 will remain challenging for many countries and for many business sectors, including of course the public sector. PR agencies will only thrive where they genuinely deliver measurable results. For Euro RSCG Worldwide PR the hallmark of effective media relations is momentum, not just visibility. It’s add value–or adios.
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Key Information:
Website address
www.eurorscgpr.com
www.eurorscg-pr.com
Parent company of agency Havas
Global HQ address and telephone
Havas, 2 allée de Longchamp
92281 Suresne,
Cedex,
France
CEO
Laurent Habib
CEO
Euro RSCG Worldwide PR, Havas, 2 allée de Longchamp, 92281 SURESNES, Cedex, France
Tel: +33 1 58 47 93 93
Global new business contact
Nathalie Biderman – COO, EURO RSCG Worldwide PR
2, allée de Longchamp – 92150 Suresnes, France
Tel: +33 1 58 47 94 12
Mobile: +33 6 22 30 26 68
Fax: +33 1 58 47 93 89
nathalie.biderman@eurorscg.com
Regional contacts
President ERWW PR
North America
Marian Salzman
Tel: 1-646-361-1837
Marian.Salzman@eurorscg.com scott.wilson@cohnwolfe.com
+44 (0)207 331 5300
Key global clients sanofi-aventis, Australian Wool Innovation, Reckitt Benckiser, UTC, Stanleybet International, Hitachi Europe
No. of wholly-owned offices 49
No. of affiliates 22
