The French advertising giant, Euro RSCG, is to set up a second agency
brand and unveil a top-level restructure in sweeping changes to be
announced in Paris this week.
The second network, Campus, is a loose arrangement of five European
agencies - four of them owned by Euro RSCG - chaired by the WCRS
chairman, Robin Wight. The aggressive young German agency and the non-
Euro RSCG shop, Thomas Rempen, will be its largest single shareholder,
with the balance taken up by each remaining individual member.
Rempen himself will be the chief executive of Campus, which also
includes France’s Australie, Ata-Tonic in Milan and Ruiz Nicoli in
In a parallel move, Euro RSCG will announce the formation of a holding
company to ensure Campus maintains a proper distance from the group’s
original Euro RSCG brand. Alain de Pouzilhac will be named chief
executive of the holding company, and the co-founder of the group, Alain
Cayzac, becomes chief executive of Euro RSCG.
In other changes designed to make the group less obviously French-
dominated, Cayzac is succeeded as head of France by the American, Nick
Baum, who previously ran all of Europe except France. Euro RSCG is also
expected to name a new worldwide board, which is rumoured to include the
UK’s Mark Wnek, executive creative director of Euro RSCG Wnek Gosper, as
the only creative apart from the founding creative, Jacques Seguela.
Meanwhile, Euro RSCG’s new brand will style itself as a ‘worknet’ rather
than a network. Employing only a handful of people it will have no
headquarters, but a minimal staff running liaison offices in London and
Rempen, chairman and chief executive of the German agency, explained
that the operation would appeal to mid-sized European advertisers.
‘Instead of an old-fashioned, top-heavy network, we are creating a
bottom-heavy worknet that is more ‘heads’ than ‘overheads’,’ he said.
‘Our mission is to add value without adding cost.’
The combined billings of the agencies will top dollars 600 million, but
Campus has not yet revealed the name of any clients already said to be
using it on an international basis.