Euro RSCG raises below-the-line presence with Devon Direct deal

Euro RSCG Worldwide has snapped up the US’s second-largest independent direct marketing agency, Devon Direct, to boost its international below-the-line presence.

Euro RSCG Worldwide has snapped up the US’s second-largest

independent direct marketing agency, Devon Direct, to boost its

international below-the-line presence.



Under the agreement, the dollars 290 million-billing Devon Direct will

retain its name in the short term, and will be led by its founder and

chairman, Ron Greene. It will sit within the Sales Machine network -

which comprises the majority of Euro RSCG’s marketing services

operations worldwide - and eventually take its name.



The Devon Direct deal is expected to put pressure on the other Havas

network, Campus, which includes WCRS in the UK, as it has no coherent

below-the-line offering.



Devon Direct has a presence in the UK and the Euro RSCG network hopes to

merge it with KLP Euro RSCG Direct.



Bob Schmetterer, the chairman and chief executive of Euro RSCG

Worldwide, said: ’Under Ron Greene’s leadership, Devon Direct’s growth

has been guided by a unique vision of the role that direct marketing can

play in the marketing mix, and an innovative, leading-edge approach that

has not only set the pace within its industry, but has had tremendous

influence on the dynamics of their clients’ markets.’



The acquisition is well timed as Euro RSCG’s US relationship with MCI is

thought to be under threat due to the company’s takeover by Sprint.



Ed Carter, Devon Direct’s owner, used to work at MCI and is thought

still to be close to the company.



However, a conflict is thrown up by this relationship, as Carter is

currently acting as a consultant for BT Cellnet.



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