Euro RSCG Adds Verizon B-to-B

NEW YORK Havas’ Euro RSCG has won the business-to-business portion of Verizon Communications’ ad account, according to sources.

Verizon is in the process of acquiring longtime Euro RSCG client MCI. The companies’ combined annual b-to-b measured media spend is about $20 million, with slightly more than half of that being spent by Verizon, per TNS Media Intelligence.

The win came after a shootout between Euro RSCG and Verizon’s lead creative agency, independent mcgarrybowen. The latter continues to handle the bulk of Verizon’s creative chores, which include its broadband service advertising, as well as corporate-image work, sources said. Executives at the New York shops could not immediately be reached for comment.

Verizon here spent $165 million on measured media in the first three quarters of 2005 to support its ISP services and about $15 million on corporate-image initiatives, per TNS Media Intelligence. Verizon spent $170 million all told in 2004.

“There’s no change in the relationship with mcgarrybowen or any of the other roster agencies across the corporation,” said company representative John Bonomo. He declined to comment on whether Euro RSCG had added any business.