Regus To Enlist American Ally For U.S. Entry

Trahan Is Among 18 Vying For British Business Centers Operator
NEW YORK–Regus Business Center Corp. is conducting a review for its $4 million U.S. advertising ac-count, with a Baltimore shop included in a crowded field of Northeast hopefuls and a Midwest contestant.
Client marketing manager Shirar O’Connor confirmed the U.K.-based provider and manager of temporary office space is looking to launch in this country next year.
“Our goal is to create over 200 business centers providing flexible office space in the U.S. in the next five years,” he said.
With that goal in mind, O’Connor conceded the advertising budget for the Purchase, N.Y.-based organization “will increase significantly later.” Sources estimated the budget could eventually triple.
Eighteen agencies from around the country attended a recent briefing with the client. Credentials meetings and creative presentations are expected to follow, with a decision in mid-November. There will be no preliminary cuts of the field of agencies, according to sources.
O’Connor identified the contenders as Trahan, Burden & Charles in Baltimore; Adamson Advertising in St. Louis; Berenson Isham & Partners in Boston; Clarion Marketing and Communications in Greenwich, Conn.; Gillespie in Lawrenceville, N.J.; Mark Russell & Associates in Syracuse, N.Y.; and Valentine Radford Advertising in Kansas City.
New York agencies invited to participate included Ciociola & Co., CMG Communications, Warren/Kremer/CMP Advertising, DCA Advertising, DiMassimo, Dweck & Campbell, GFS/Levinson Group, Grybauskas Beatrice, Idea Factory, Sacks & Rosen and Yesawich, Moss & Brown.
Regus Business Center Corp. is Europe’s largest provider of full-service administrative and management facilities. The furnished and fully equipped office business centers are available on short-term, flexible leases.
The privately-owned company, established in 1989, has an estimated value of $500 million. Its clients include Ernst & Young, Eastman Kodak and Microsoft.