Alain de Pouzilhac, who had joined Eurocom in , succeeded Bernard Brochand as president of the four-agency group in Described in a ADWEEK as "fiercely competitive," he was the driving force behind Eurocom's transformation from a primarily French bureaucracy into a vital global competitor. Early s acquisitions which Marketing characterized as a "merger orgy" increased international revenues from only one percent of Eurocom's total to 60 percent from to Double-digit annual increases in French advertising spending throughout the s also helped boost Eurocom's status.
The firm lost Ffr million in before selling out to "arch-enemy" Eurocom for Ffr million. The new partners spent the next two years reconciling client and management conflicts before finalizing their merger in Four RSCG partners stayed on to take leading roles in the unified company. De Pouzilhac, who became chairman of the new mega-agency, announced that the distinctly French group would prove a formidable opponent for American and Japanese firms. Indeed, the new advertising powerhouse boasted nearly twice as much in annual revenues as its closest Euro-competitor, France's Publicis FCB.
Realizing that globalization necessitated establishing a foothold in the United States, the world's largest advertising market, de Pouzilhac focused his attention on that country in the early s. Eurocom's acquisition of Della Femina, McNamee had fared only slightly better than its s-era missteps. Agency namesake Jerry Della Femina proved reluctant to put aside his desire to control the holding company's U.
An industry observer with The Economist noted that, despite its advance in world rankings and expansionist efforts in the United States, Euro RSCG's extra-European revenues still amounted to less than one-third of gross income in In order to become more truly global, the agency began establishing offices in the Pacific Rim, which was expected to experience double-digit revenue growth in the s.
Advertising industry legislation in the early s also compelled Euro RSCG's efforts at international expansion. Loi Evin, a dictum that banned all tobacco and alcohol ads, was the first major strike. The truly painful loi Sapin, which regulated billing practices, went into effect in Sapin outlawed the "sur-commissions," derisively called kickbacks by some, that many French ad agencies previously received from media companies.
The new legislation mandated direct, precise client billing. Several trade journals denounced the rule, which had the effect of slashing admittedly generous profit margins.
Do they actually ever do any decent work this mob? Name or pseudonym required. Email optional. Website optional. Save my name, email, and website in this browser for the next time I comment. Type your email address in the space below. Cynic says:. March 9, at pm. Euro's remaining clients should note: says:.
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