Euro RSCG Worldwide's new chief executive officer Bob Schmetterer is looking to Euro RSCG Dahlin Smith White to broaden the interactive scope of the agency network and help attract West Coast clients.
While Euro's U.S. ad and marketing agencies have previously operated independently, they will now begin "exploring opportunities together," including interactive media buying and other new media services, Schmetterer said.
As the worldwide agency for Intel, Dahlin is already exporting its interactive expertise to various Euro agencies overseas, he noted.
"When it comes to areas in the world [that can offer] great growth, the Western U.S. is at the top of my list," Schmetterer said. Officials at Euro, which recently moved its headquarters from Paris to New York, have often stated that the network wants to boost its business in the U.S.
Dahlin, based in Salt Lake City, has a growing full-service San Francisco office. Dahlin's billings rose 50 percent to $192 million in 1995.
As part of a drive for new business, Schmetterer said he is bringing the partnership form of management used at the shop he co-founded to other Euro agencies.
Schmetterer was managing partner at Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York before he took his present position last April. Instead of a hierarchy of senior managers, about 21 equal partners run the New York agency. Dahlin already uses a partnership management structure.
Along with Messner and Dahlin, Euro's U.S. holdings include Euro RSCG Tatham in Chicago and various marketing agencies.