Euro RSCG Wnek Gosper appointment of Iain Ferguson as its global
chief executive officer for marketing services is the latest move
towards extending its offering. The network has made a whole series of
appointments recently that are designed to expand its non-advertising
Bob Schmetterer, the global chairman and chief executive officer of Euro
RSCG Worldwide, has already brought in Ira Matathia and Marian Salzman
from Young & Rubicam to build on Euro RSCG's brand strategy
Last week he also announced that Margaret Wagner, an internal
appointment, will be its first director of integrated client services.
Wagner will attempt to bring together Euro RSCG's five divisions to
create integrated solutions for clients.
Within this new vision of Euro RSCG as an integrated services agency
Ferguson is charged with driving forward the marketing services
portfolio, which comprises 72 agencies in 32 countries. He is an affable
and charismatic Scot who has worked for the last three years in a group
role for Euro RSCG in Europe and before this ran KLP, its UK sales
promotion and direct operation.
Ferguson took the chief executive role at KLP in 1992, after working on
the client side at GrandMet Brewing and BAT. He has become a major
player in the sales promotion industry, taking on several industry roles
including chairman of the Sales Promotion Consultants Association.
He replaces Daniel Morel in the global role and, while his job might not
be as tough as Morel's task at Impiric, he has his work cut out to bring
Euro RSCG's diverse marketing services operations together as a strong
The move to do this has already been started by Euro RSCG with the
creation of The Sales Machine, which owns 70 agencies across 40
Ferguson says that not all of Euro RSCG's marketing services agencies
will be branded Sales Machine.
This is a different approach to that adopted by rival networks. Ferguson
says that some agencies do not fit the Sales Machine brand, which he
says stands for 'focus on measurable performance and expertise in direct
marketing, sales promotion and database'.
Schmetterer says that he has promoted Ferguson because of his 'strong
network-building talent and entrepreneurial energy'. Those who know
Ferguson back this view of him. 'New York (where Ferguson will be based)
is a great aphrodisiac,' Louise Wall, the managing director of
'Iain needs a big canvas to paint on. He likes to go in, listen and sort
out problems before moving onto the next thing. He has a low boredom
Friends also point to Ferguson's ability as a speaker and raconteur.
'Iain's key strength is that he is utterly charming,' Wall adds. 'This
is aided by that attractive Scottish accent which enables him to take
the heat out of a situation.'
Within the Euro RSCG network, Ferguson is undoubtedly a key player.
According to one Havas source, he is frequently involved in global
discussions and client courtship before many senior advertising
executives. Ferguson's promotion to the top marketing services role is a
natural elevation. It remains to be seen how long this will hold his