Subject category:
Marketing
Published by:
International Institute for Management Development (IMD)
Version: 30.04.2003
Length: 37 pages
Data source: Field research
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Abstract
The Chief Executive Officer 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 globalisation. The case is suitable for MBA or executive level programs and advanced undergraduates. It is intended for courses on global marketing.
Location:
Industry:
Size:
USD1.3 billion gross income 1999
Other setting(s):
2000
About
Abstract
The Chief Executive Officer 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 globalisation. The case is suitable for MBA or executive level programs and advanced undergraduates. It is intended for courses on global marketing.
Settings
Location:
Industry:
Size:
USD1.3 billion gross income 1999
Other setting(s):
2000