Winning Idea From Euro RSCG

New Delhi: | Updated: Sep 12 2002, 05:30am hrs
Creative agency Euro RSCG India is structuring its operations in line with its parent Euro RSCG Worldwides (capitalised billings of $13 billion) new corporate vision of delivering Creative Business Ideas (CBI) to its clients.

In its six years of operations in India, Euro RSCG has established branches in five cities Mumbai, Bangalore, Chennai, Calcutta, and Delhi. The agency is expected to post capitalised billings of Rs 250 crore in the fiscal 2002-03 up from Rs 210 crore in 2001-02.

Says Mr Sanjeev Roy, director, Euro RSCG, The agency needs to be structured to be able to deliver the CBI vision, where all operations are integrated with single profit-and-loss reporting so that there are no conflicts between various knowledge heads.

Explaining the concept of CBI, Mr Roy says: Where the CBI is different from old thinking of One Stop Shop (or various channels of communications) is that the CBI is something which unites the forces of communication and technology across all forms of operations. In its purest form, it impacts the way companies do business.

How is it do-able A hotel chain in Argentina, which was based on a lake and despite offering fabulous services was not able to pool in customers, approached Euro RSCG for solutions, says Mr Roy. Our solution was: use the marketing budget to build a bridge leading to the other side of the lake so that more people can access it. The business quadrupled and the business problem of the client got resolved.

Mr Roy says the agency is working towards integrating its entire operational structure so that the classical problem of conflicts and cases of division do not exist. Externally, the agency is finding a lot of clients, especially in the service business, receptive to the idea of CBI.

Spearheading the agencys CBI initiative will be its database-driven marketing division The Sales Machine. The division has already inducted 11 people in Delhi, and three each in Mumbai and Bangalore.

Were one of the top five global database champions with access to best technology solutions, says Mr Roy. The Sales machine gives us edge in consultancy business and this has got big clients like HLL, Dell and Voltas.

Mr Roy says that the agencys Delhi branch is fast aligning to the CBI vision. in the last five months, about half a dozen executives at a higher level have been inducted.

The Delhi branchs new wins (including Reckitt Benckiser, Indian Oil Corporation, Radico Khaitan and Lasalle) are estimated to secure for the agency Rs 30 crore of business. The Delhi business is expected to grow from Rs 29 crore in 2001-02 to Rs 50 crore in 2002-03.

Euro RSCGs clients in India include Intel, Microsoft, Sara Lee, HDFC Bank, Dabur, Danone, NIIT, Bata, Air France, Sony Entertainment Television and Wockhardt.

Euro RSCG is the global agency network and the largest brand of Havas Advertising, the fifth largest global communications group. The group is spread over 75 countries, involving 221 agencies and employing 13,423 people. Euro RSCG Worldwide works with clients like Peugeot, Orange, Airbus, CNN, Yahoo, Heinz and Microsoft.