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Euro RSCG plans design cell under agency brand Lemon

14-December-2005
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Euro RSCG plans design cell under agency brand Lemon

EURO RSCG intends retaining the Lemon brand, post the exit of Mr Ravi Deshpande, who was closely identified with the creative agency. Promoted by Euro RSCG and Mr Deshpande, Lemon was created in 2001 to increase Euro RSCG's presence in the region and to add substantial creative flavour to the network.

The Havas Group agency is now considering starting its design cell under Lemon. Speaking to Business Line, Mr Ishaan Raina, CEO, Euro RSCG, India, said: "We have kept the Lemon brand and will decide when to use it. There is a specialised focus on design and there is a likelihood of getting into design and the Lemon brand may be used to stand for the same."

In fact, the Havas Group already has a host of design companies under its fold. From CCI in London to Euro RSCG Design in Paris, the Havas Group is already equipped to make a foray into design in India. "There are opportunities in design and we are beginning to get there," states Mr Raina.

To consolidate investments: Meanwhile, the nine-year-old agency is hoping to consolidate its investments behind the Euro RSCG brand. "This year, we have been re-focussing all our energies behind the Euro RSCG and its media brand - MPG (media planning group). There have been investments in manpower and technology, behind both the mainline agency and the media outfit and we have hired nearly 50 people this year," says Mr Raina.

In the past few years, Euro RSCG had been investing in creating the new brands of Lemon and Media Turf. "There were substantial investments required for Lemon and Media Turf, the digital brand, to support these brands but now we are back to the basics of running an ad agency and building the Euro RSCG and MPG brands," adds Mr Raina.

Adds Mr Suman Srivastava, President, Euro RSCG, "We intend strengthening our integrated offerings this year and would focus on getting the best practices from abroad for our agency."

The agency's marketing services wing (4D) would focus on areas such as data and direct marketing to drive growth into the agency.

After the departure of Mr Ravi Deshpande, who was the Chief Creative Officer for the Euro RSCG group in India and West Asia, the hunt is on for a national creative head. Adds Mr Srivastava, "At the moment we have separate creative heads at our different branches and we are on the look out for a chief creative officer on a national level."

At the same time, the agency has ruled out growing through acquisitions. "There are not many options available and we are better off investing behind talent rather than burning our fingers through an acquisition," adds Mr Srivastava.

With some big- ticket clients such as Reckitt Benckiser, Sony Entertainment Channel, Dell and Voltas, Euro RSCG expects to grow between 30-35 per this next year. "Being a young and small company we need to grow at three times the industry growth rates, which is pegged between 10-12 per cent," claims Mr Raina.

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