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.”
should have handed out cigars…would have made more sense than cookies…
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?
That is so cruel making staff do that.
If you look up “relevance deprivation syndrome” you might find a link to Havas and this video.
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?
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!:)
I read from that you can expect ’emotional’ brand wank so lacking in influence you couldn’t ‘sell’ your product.
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…
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).
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!
You know what they say about people who smile all the time…
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