Euro RSCG makes adjustments to reach better positioning in US Hispanic & Puerto Rico.

New leadership team and new digital division are among the efforts expected to spur agency’s growth.

Granted, a stalled economy can spell tough times for advertising agencies. However, recessions weed out the weak, opening opportunities for smart firms that have new ideas and recognize that there’s always room for improvement. 

In order to navigate through the tough times, it is vital for agencies to perform an introspective analysis and make the necessary adjustments. They must work on overdue improvements, make the most out of existing resources and tools and hire key talent that can keep employees inspired, challenged and confident that the agency is moving forward.

That is what Euro RSCG Puerto Rico is set on doing. The recent appointment of a new chief executive officer and creative director, improvements in distribution and integration of communications and a new digital division slated to open within the next two weeks are part of Euro’s efforts to land new accounts and achieve further growth in the local market. 

Reinforcing agency’s leadership team

“According to Advertising Age, Euro RSCG is the fifth largest advertising agency network in the world, and considering its vast amount of tools and strong network of resources, the agency wasn’t as well positioned in the local market as it should be. So it became evident that certain improvements and adjustments were needed to increase the agency’s competitiveness and thus, improve its local positioning. Our objective is to refresh this business to achieve just that,” said John Jessey, newly appointed CEO for Euro RSCG Latino in New York and Euro RSCG Puerto Rico.

Jessey has worked as director and vice president of important integrated communications agencies such as LIH Group/Mindshare, Badillo/Saatchi & Saatchi and Martí Flores Prieto & Wachtel/J.Walter Thompson. He also has vast experience in the local tourism industry as he worked for 12 years for the Puerto Rico Tourism Co.

To reinforce the agency’s objective, Giselle Solís was brought on board as the new creative director for Euro RSCG Latino in New York and Euro RSCG Puerto Rico. Solís, the recipient of  numerous Cúspide and N.Y. festival awards, has more than 18 years experience in the communications industry. Her expertise covers several product and service categories including banking, pharmaceuticals, food & beverage, fast food restaurants, automobile, education and beers.

In addition to improving the local agency’s business, spearheading the New York and Puerto Rico offices will indeed pose a great challenge for both executives, who agreed that their time- management skills and staff will play key roles in tackling this challenge.

In the meantime, the general manager position at Euro RSCG Puerto Rico remains vacant. When asked about why this post hasn’t been filled, Jessey said he’s still on the lookout for the right candidate who can truly serve as an inspiration to the team.

The executive admitted, however, he’s currently reviewing four strong candidates to fill that post.

“But still there’s a lot of background screening to do before finally selecting the person who will help us achieve our objectives,” he said. 

Strengthening performance

Last year, Euro was hit by the loss of three of its major accounts in terms of billings: Burger King, Walgreens and 20th Century Fox. However, the agency has entered a new stage of its evolution with three recently acquired accounts: Chivas Regal, Capitol Transportation and a planned eco-tourism attraction called Toroverde Adventures Park.

As for the Toroverde Adventures Park, Jessey told CARIBBEAN BUSINESS that this eco-tourism park is expected to open in Orocovis in February.

“It will be the first of its kind in Puerto Rico and the Caribbean. As part of its major attractions, it will have four kinds of canopy zip-line tours just like the famous ones in Costa Rica,” he said.

Another important aspect that will play a key role in Euro’s performance is its ability to distribute and integrate communications and make the agency work smoothly as a single business unit.

Euro RSCG is focused on integrating communications efforts to offer accounts endless possibilities for promotion by implementing a philosophy known as the “Power of One.”

“Under the Power of One, we integrate all the different disciplines to enhance communications and avoid disputes between departments,” said Jessey. “This is how we work with global brands such as Chivas, for example, which entails a global investment that includes a significant digital presence, a new brand identity, brand events and public-relations campaigns at a global level. The Power of One philosophy allows the entire agency to work like clockwork as a single business unit for this and all of our clients.”

The advertising executive also said the company’s approach to advertising aims to turn passive consumers into “prosumers,” or proactive consumers. Prosumers are more connected, more responsive, more interested and more opinionated. Every category has prosumers and every prosumer has a strong point of view they want to share, he explained. 

A new digital division

At a local level, increasing penetration of the Internet and social networks has spurred Euro RSCG Puerto Rico to launch a new digital division that, according to Jessey, will function differently from those at other agencies.

“In most agencies they have the account and creative teams design the digital concept and then give it to the technical staff to develop it. In our digital group, we’ll apply the same integration concept that we apply to the agency network’s operation. Developers will sit with the creative and account teams to integrate their technical expertise to the design table,” Jessey explained. This new division, slated to be up and running in a matter of weeks, will complement Euro’s service portfolio, which includes strategy, media purchasing, strategic consulting, creative services, public relations and promotions. 

Moreover, Jessey said the agency will be evaluating the possibility of broadening its reach by acquiring other advertising or digital marketing agencies in the near future. 

Euro RSCG Puerto Rico is in the top ranks of local advertising agencies, placing seventh among the 55 ad agencies listed in the 2009 CARIBBEAN BUSINESS Book of Lists on the basis of 2007 gross income (Euro’s was $7.98 million).

Courtesy of http://www.caribbeanbusinesspr.com