Euro RSCG rebrands as Havas Worldwide, hands out cookies
Staff at ad agency Euro RSCG have marked thair rebranding as Havas Worldwide by baking cookies and selling them to commuters for the price of a smile.
The local initiative comes as the network undergoes a global rebrand across its 316 offices. Locally that sees Havas’ Euro RSCG agencies rebadged as Havas Worldwide Sydney and Havas Worldwide Melbourne.
Sister branding agency The Face and PR consultancy Red Agency will retain their brand names within the wider Havas Worldwide Australia network. Ad agency Host and PR agency One Green Bean, which were bought by Havas in July, are not part of the rebrand.
The agency has also launched Project Change. It said: “Whilst our business in Australia is changing its name from Euro RSCG Australia to Havas Worldwide Australia we have decided that we want to change more than that. To coincide with the rebranding we are launching Project Change – a series of activities to bring positive change to the world. Some light-hearted and some more serious, the first activity is aimed at tackling Australia’s frustration with the daily commute.”
Anthony Gregorio, CEO Havas Worldwide Australia said in the announcement: “A happy workforce can do wonders for a business. Yet we are seeing many people arriving at their job, bothered and frustrated from their daily commute – and the day hasn’t even begun! So we asked ourselves – how do we change this? We sent teams from each of our offices (Sydney, Melbourne and Brisbane) to the streets during peak hour and ‘sold’ delicious cookies for a very special price: just a smile! We all know how a smile can turn your day around.”
The rebrand also sees the company grouped into two major brands – Havas Creative and Havas Media. However’ Havas’ main major media brand MPG is in minority ownership in Australia – with Aegis Media, soon to be acquired by Dentsu, as the major shareholder.
Gregorio said: “This is an exciting time for our Australian agencies as we set out on our new path as Havas Worldwide. The overall momentum we are building with new business coming though the door, award-winning campaigns and the very best talent arriving into the teams has led to a no fear attitude and winning culture. Most importantly the creative and digital product being delivered is the best we have had in years.”
David Jones, Global CEO of Havas said: “A decade ago, we set ourselves apart by being the first major communication holding company placing digital at the core of all our creative agencies. We’re once again pioneers through the integration of creative, media and digital aiming to maximise collaboration and offer our clients a powerful combination of creative excellence, scale agility and innovation. We are the only communications group with a unibrand structure and approach which makes life easier for our clients.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
should have handed out cigars…would have made more sense than cookies…
User ID not verified.
crikey…where to start
replacing one meaningless international agency brand name with another and expecting people to care?
launching a new business by giving out biscuits?
putting the two things together in the same press release?
User ID not verified.
That is so cruel making staff do that.
User ID not verified.
If you look up “relevance deprivation syndrome” you might find a link to Havas and this video.
User ID not verified.
Wow. That video is excrutiating to watch. Other than ripping off the current Allens’ lollies campaign – what on earth does this have to do with the rebrand?
User ID not verified.
I can not see the connection between the cookies and a name change…….but a campaign that brings a smile…well we need more of that! They even got a bus driver to smile!:)
User ID not verified.
I read from that you can expect ’emotional’ brand wank so lacking in influence you couldn’t ‘sell’ your product.
User ID not verified.
if you haven’t got anything nice to say then don’t say anything at all…
oh, that’s right – no one has anything positive to say on BumBrella…
User ID not verified.
I wonder how much the campaign cost? Delivery was 1,023 smiles. I’d like to be a fly on the wall when the CPM was discussed, or did they pioneer a new metric of CPS (Cost per Smile).
User ID not verified.
Good grief, such cynicism in the remarks here! Sounds like some of you need to smile a bit more often yourself. If that’s any indication of the general mood in the Australian ad industry, I’m glad I chose to work elsewhere. But then tearing ideas down is always so easy, isn’t it? This film made me smile. Great promotion!
User ID not verified.
You know what they say about people who smile all the time…
User ID not verified.
I love the music in the background.
It makes me want to smile 🙂
Kudos to all staff who contributed and participated in this venture.
Forget about the connection, or the meaning, or the justification.
They’ve given people a reason to smile = WIN
User ID not verified.