Team Saatchi bags pan-European task for Regus branding

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.

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

11 countries.



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