Citron Buoyed by New Parent’s Reach

Euro RSCG Worldwide’s acquisition last week of a majority stake in Citron Haligman Bedecarrƒ is likely to influence not only that shop, but the New York agency’s two other Bay Area holdings: Euro RSCG/DSW Partners and direct marketing agency Cohn & Wells.
Citron in the past year has lost sizeable accounts from clients such as Sony Electronics and Dreyfus in part due to its lack of integrated resources such as direct marketing, said sources.
Citron and Cohn & Wells worked together on Sony for a time, but the client doubted the strength and longevity of that partnership as the two were not sister shops, sources said. It opted to move the account to Young & Rubicam, San Francisco, which works out of the same building as direct marketing sister agency Wunderman Cato Johnson.
Now owned by the same network, Citron and Cohn & Wells will become more connected, and collaborate as needed, said Bob Schmetterer, chairman and chief executive officer of Euro RSCG Worldwide.
A lack of interactive capabilities has also hampered Citron, said agency chairman Tom Bedecarrƒ. Euro RSCG/DSW Partners will be an interactive resource for the shop, Schmetterer said, and may help pitch at least one of the five accounts Citron is now pursuing.
Citron said the Euro RSCG deal also rectifies the lack of global reach that has caused the agency to turn down new business several times in recent months.
San Francisco is an important market for the agency, Schmetterer said, and it may look at other acquisition opportunities here.
Separately, the agency opened an office last week in San Diego, dubbed PResence West Euro RSCG, to service West Coast healthcare clients. Ed Stevens was named vice president and managing director.