Euro RSCG Worldwide: Global brand management in advertising
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.
2000
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
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Harvard Business School Publishing
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NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
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in Harvard Business Review March-April 2024, vol. 102, issue 2, pp. 80-87
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