NEW YORK As part of its "Power of One" integration of operating units, Euro RSCG Worldwide plans to consolidate its West Coast operations into a single entity under one banner, the agency confirmed.
Euro RSCG MVBMS Partners CEO and CCO Ron Berger, to whom the new unit will report, said, "This is part of the same 'Power of One' initiative, only moving West." According to Berger, the intention is to make "the sum greater than all of its parts." He noted that the Power of One integration plans have already been realized in markets like Chicago, New York and Paris, and the U.S. West Coast is the next logical step in the process.
The management team under Berger at the integrated shop has yet to be determined.
Under the plan Euro RSCG, Black Rocket Euro RSCG and Brann Worldwide will all land under the same roof. A decision has not been made on whether the new entity will be called Euro RSCG SF or Euro RSCG West. All clients and principals at involved companies have signed off on the merger.
On a seperate front, in April Euro RSCG is expected to launch a new global marketing services company, combining Euro RSCG data management, digital and direct marketing entities. It will operate under a new brand name, still to be finalized.