Euro RSCG Restructures for More Integrated Offering
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Euro RSCG Restructures for More Integrated Offering

Euro RSCG Worldwide, parent of Middeleberg Euro RSCG and Noonan Russo, has restructured its North American operations, combining 11 existing firms into two fully integrated agencies.

Paul Holmes

NEW YORK, May 1—Euro RSCG Worldwide, a unit of international communications holding company Havas and parent of public relations agencies Middeleberg Euro RSCG and Noonan Russo Presence Euro RSCG, has restructured its North American operations, combining 11 existing firms into two fully integrated agencies.
 
The company’s operations will become part of either Euro RSCG MVBMS Partners (led by the ad agency formerly known as Messner Vetere Berger McNamee Schmetterer) and Euro RSCG Tatham Partners. Each entity will have a single profit and loss center, CEO, and management team, all designed to break down traditional barriers to true integration.
 
Middleberg will become part of the Euro RSCG MVBMS Partners operation and will be renamed Euro RSCG Middleberg. Euro RSCG Tatham Partners will also have a public relations subsidiary, a new unit known as Euro RSCG Tatham Public Relations.
 
“We surveyed our clients and found that they were looking for creative solutions from our agencies without regard to discipline,” said Euro RSCG Worldwide chairman and CEO Bob Schmetterer. “We determined that the best way to respond to our clients and deliver true integration was to transform the entire business model. We created this new structure to break down financial, structural, and physical barriers to integration.
 
“Most agency networks claim to be integrated, while in reality individual disciplines fight over the greatest share of the client’s budget, because they’re focused on their own bottom line. The only way to overcome these barriers is to eliminate them-and transform the business model. The single P&L delivers on that without sacrificing our core offering: Creative Business Ideas.”
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