BrandBuzz Extends to Europe

NEW YORK — BrandBuzz, the two-year-old guerrilla marketing unit of Young & Rubicam, is extending its offerings to Europe, through the rebranding of a like-minded Y&R unit in the Netherlands.

Beyond the Line, a multidisciplinary branding shop in Amsterdam, is being renamed BrandBuzz Europe, effective Nov. 1. It will continue to be run by managing partner Kees Klomp.

The Amsterdam operation, which opened in 1997, has a staff of 12 and works for clients such as Philip Morris and ING Bank. Its annual revenue is estimated at $1.5 million.

As BrandBuzz, its goal is to attract more clients from other European countries, including France, Germany and the United Kingdom, said Etienne Boisrond, CEO of Y&R for Europe, the Middle East and Africa. As such, it will become a European “hub,” Boisrond said.

The U.S. hub — in New York — has a staff of 25 and annual revenue approaching $5 million. Clients include Colgate-Palmolive, Sony Electronics, Cadbury-Schweppes and Jim Beam.

BrandBuzz reaches consumers through a mixture of promotions, public relations, event marketing and interactive efforts. Although a unit of Y&R, it has separate profit and loss responsibilities. Y&R and BrandBuzz share many clients, but BrandBuzz also pitches business on its own.

Within 1 1/2 years, BrandBuzz would like to expand to Latin America and Asia, said John Partilla, the shop’s managing director in New York.