France’s biggest public relations group, Euro RSCG, has merged its
financial and corporate PR agencies in a bid to become more competitive
in the international market.
Euro RSCG Finances, Omnium and their smaller sister agency IS Conseil
have joined to become Euro RSCG Omnium et Associes.
The new company will be headed by Frederic Lemaitre, founder and former
president of rival financial agency Media Finance, who joined Euro RSCG
in December 1996. He displaces Euro RSCG Finances president of four
years Jean-Pierre Piotet and Omnium chief Hugues Anglade.
Both Piotet and Anglade will move to Euro RSCG’s parent company Havas
Advertising to run special projects. The top position at IS Conseil has
remained vacant since the retirement of Jacques Duman at the beginning
of this year.
The merger - which takes in Omnium’s PR and publishing wings - brings
Omnium et Associes’ staff to more than 150. Five consultants, including
Lemaitre, will take charge of the business while a second tier of
experts will manage seven specific areas ranging from media relations
and multimedia to publishing, design and media buying.
Lemaitre said that the merger was a response to the growing
internationalisation of capital markets and would allow the agency to
work more effectively across the globe.
’Before the three companies competed for public relations work in
France, but today the challenge is international,’ he said. ’It’s the
same with all businesses.’
Lemaitre also acknowledged that Omnium et Associes was keen to compete
against the likes of Dewe Rogerson and Burson-Marsteller which dominate
the international privatisation market.
Euro RSCG’s financial agencies generated FFr100 million (pounds 11
million) in fees last year. Clients include France Telecom and Compagnie
General des Eaux.