Euro RSCG's 'One' Looks to Refashion Cross-Selling Model

Euro RSCG Worldwide rolled out its “Power of One” integration program in Spain last week as the French company continues to forge new ways to cross-sell offerings.

Aware of the skepticism greeting such initiatives, Euro RSCG has been low key about its integration efforts, first introduced into its U.S. consumer network last May, when it combined nine of its marketing-communications units under one chief executive and one P&L. In creating that new entity, Euro RSCG Partners, the company wants to remove the organizational and financial barriers thwarting industry efforts to realize the potential of cross-selling marketing disciplines.

“The real magic ingredient in making this work is getting managers to work against a single bottom line,” said Bob Schmetterer, CEO of Euro RSCG Worldwide.