Euro RSCG is grouping its global network of below-the-line agencies
under a new brand - The Sales Machine - which it claims will offer
clients ’media-neutral’ campaigns across 40 countries.
The group’s 76 direct marketing, sales promotion, event marketing and
database companies will become part of the network, but will keep their
separate brand identities. In the UK this affects KLP, Euro RSCG Direct,
Euro RSCG International Data Solutions and Euro RSCG Interactive.
Daniel Morel will head The Sales Machine as chief executive officer.
Morel joined Euro RSCG last year from direct marketing agency Blau
Marketing Technologies, where he was senior vice-president. Iain
Ferguson, KLP’s chief executive, will head The Sales Machine’s European
operations as CEO of marketing services.
Sales Machine will have 1600 employees and billings of dollars 242m
(pounds 155m), placing it in the top five marketing services groups in
Ferguson said: ’The idea behind The Sales Machine is to generate sales
for clients from the briefs we get. We will select the best mix of
skills and come at it from a business angle.’
The rationale behind forming the network is to make member agencies work
closely together, rather than competitively, to provide objective and
integrated solutions. Its European HQ will be in London.
The group’s clients include Dell, Canon, Philips, and Peugeot.