Euro RSCG Adds More of DirectBuy

CHICAGO Home-products retailer DirectBuy has consolidated its national advertising and marketing services account at Havas’ Euro RSCG here, according to the agency.

The shop’s marketing services division, Euro RSCG 4D, is already at work on a direct-response television, print, direct and digital campaign. The shop will also develop the Merrillville, Ind., company’s e-commerce site.

“We’ve chosen Euro RSCG Chicago because they give us seamless, media-neutral solutions for generating leads while building our national brand awareness,” said DirectBuy president Scott Powell, in a statement. “We were attracted to their strategic business ideas, creativity and expertise in all the ways we want to reach potential customers.”

The company, which allows members to purchase home products directly from manufacturers, currently has 121 showrooms in the United States and Canada.

Euro RSCG absorbed a piece of the DirectBuy account when it took over the Chicago operations of sibling company RPA in December 2004. The client’s other agencies could not immediately be determined.

The company spent just over $4 million on advertising last year, according to Nielsen Monitor-Plus. An agency representative, however, said the account was worth about $35 million in capitalized billings.