School Reports 2011: Euro RSCG London

By Staff, campaignlive.co.uk, Monday, 05 September 2011 08:00AM

Euro RSCG's 2010 was split in two parts. The first was in the build-up to the May General Election, as the agency worked frantically to produce campaigns around the clock to help the Conservatives (sort of) gain power. This proved a baptism of fire for the new executive creative director, Mick Mahoney, and was a situation not without its tensions, most notably when the Tories drafted in their old ally M&C Saatchi to work alongside Euro RSCG.

Recent Euro RSCG London work: Dulux

Recent Euro RSCG London work: Dulux

Score: 6

Agency fact file: Euro RSCG London
Type of agency Creative
Company ownership Havas
Key personnel Russ Lidstone chief executive
  Mick Mahoney executive creative director
  Rebecca Moody head of planning
  Anthony Edwards head of channel strategy
  Holly Ward managing director, Euro RSCG London PR
The Nielsen Company billings 2010 £199m
The Nielsen Company billings 2009 £187m
Declared income £23.7m
Total accounts at year end 22
Accounts won 5 (biggest: Comet)
Accounts lost 0
Number of staff 191 (+13%)

Euro RSCG's ads for the party - in common with most of the political ads of last year - were generally disappointing, and certainly struggled to live up to the high standards of previous election campaigns.

But once the election was out the way and Mahoney had a chance to get his feet properly under the table, the agency's standard of work improved significantly, highlighted by the innovative "Let's Colour" campaign for Dulux and a fun series of TV ads for Comet - a dramatic improvement on the brand's previous offerings.

In Russ Lidstone, Euro RSCG has a forward-thinking leader who is growing well into his chief executive role. Lidstone led the agency to a solid new-business year, picking up work such as Comet, Durex and La Senza, as well as winning the digital business for Chivas.

He also made a number of changes internally: promoting Rebecca Moody to head of planning in a department reshuffle, and merging Biss Lancaster PR into the agency to create one company with a single bottom line.

With election shenanigans out of the way (for now) and a settled management line-up in place for the first time in ages, Euro RSCG will have no excuses for underperformance in 2011.

Score last year: 6

How Euro RSCG London rates itself: 8

"Last year was a strong year for us. We achieved double-digit growth - building off new and organic business wins. We strengthened our integrated offering with social media, digital, creative and channel strategy capabilities bolstered by some great hires, plus we merged PR into our core offering. Campaigns including EDF, Dulux, Reckitt Benckiser and Chivas show our creative and integrated approach working. A strong platform for 2011 ... "

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This article was first published on campaignlive.co.uk

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