Team Saatchi has won the task of developing brand awareness across
Europe for Regus Management, a service offering ready-equipped and
staffed office space to companies.
Regus leases individual offices or whole buildings at prime sites in
cities or business parks, equipping and staffing them so customers can
step into a ready-made office environment the moment they decide to move
into a particular market.
Regus made its first foray into advertising last year with trial
campaigns in the UK and Germany. Buoyed by the success of this trial,
Regus’s marketing director, Jonathan Dutton, is embarking on a series of
city-by-city campaigns across Europe.
The original UK work, which was developed by the Hertfordshire-based
agency, Big Stick, uses an image of an open briefcase; a concept that
will be refined and developed by Team Saatchi. Big Stick has been
retained as a creative consultant.
’We needed an agency with integral European capability,’ Dutton
explained, ’and we chose Team Saatchi.’
Dutton confirmed the new push would have a budget of at least five times
last year’s pounds 750,000 spend, and that Equinox, Team Saatchi’s
sister agency, would handle media planning and buying.
Regus already operates in Europe’s main business centres in Germany,
France, Italy and Scandinavia as well as in the Benelux countries and
parts of Eastern Europe. It is currently undergoing a large-scale
international expansion programme.
Mike Parker, the chief executive of Team Saatchi, said a campaign will
break this week in the pan-European, national and regional press across