Clients try CME-KHBB’s world order

CME-KHBB, which became Saatchi & Saatchi’s third global advertising network last September when Campbell-Mithun-Esty joined with S&S’s London-based KHBB, has reeled in three clients that will experiment with the agency’s global ad communications concept Thrifty Rent-A-Car System, Uniroyal Goodrich Tire Co., and Honeywell Inc . . .
Executive vp/corporate development Bill Powell said that in the case of Thrifty, the rental car company will use the advertising agency, which it selected at the end of 1992, to handle its European expansion.
Uniroyal, which CME-KHBB handles in the United Kingdom only, has agreed to advertise through the ad agency’s Paris and Brussels offices.
And Honeywell, which the agency handles in the U.S., will advertise in Europe through the Brussels office as well.
CME-KHBB is selling global advertising strategies to its clients, the idea being that the advertiser can run the same ads in different countries, with just a change of voiceover and graphics for each market.
The agency structure is dubbed “Hubs and Spokes,” according to Powell, with full-service offices acting as hubs, providing clients with creative, strategic planning and creative and execution. “Spoke” offices then adapt stratgeic themes to local market requirements and handle media buying.
Powell said last week that the depressed economy and certain trade barriers that still exist in Europe have made progress slower than anticipated.
“It is slow, but sure, and we are in active talks with other clients who are interested in expanding with us,” he said.
To put the advertising network in place, CME-KHBB added six continental European offices last fall.
CME chief executive Bill Dunlap became CME-KHBB Worldwide ceo, while KHBB chairman Stuart Bull became European chairman.
Copyright Adweek L.P. (1993)