Case Study

Euro RSCG Worldwide: Global brand management in advertising

37 pages
December 2000
Reference: IMD-5-0573

The CEO of Euro RSCG, the No. 5 advertising firm worldwide, reviews global account management. In order to break away from other top global competitors, Euro RSCG needs to define its own model for global account and global brand management. Issues under consideration are how to differentiate the service model, whether to settle for one model or pursue multiple models, and how to structure the approach. The case offers details on existing global accounts with varying levels of marketing globalization. The case is suitable for MBA or executive level programs and advanced undergraduates. It is intended for courses on global marketing.

Global Marketing, Global Account Management, Global Branding, Global Advertising, Global Strategy, Global Client Relationships, Advertising
Field Research
© 2001
Available Languages
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