The new agency is expected to take shape over the next three months, as Asia-Pacific and India CEO Gallate completes his leadership transition to Olivier Pluquet, currently global Peugeot brand director for the agency.
The development came as UPS selects Euro RSCG 4D to handle its regional digital CRM business, following a pitch thought to have included Tribal DDB.
The development came as UPS selects Euro RSCG 4D to handle its regional digital CRM business, following a pitch thought to have included Tribal DDB.
“It’s B2B, and digital is the most important channel for that right now,” said Gallate. “This is really to focus UPS on driving success in digital marketing.”
“After extensive review we appointed Euro RSCG 4D based on their depth of digital marketing resources and experience across the region in B2B,” said UPS global director of relationship marketing Doug Gibeaut.
“Deep down, technology clients have specific needs which most agencies aren’t able to fulfil, particularly around real channel marketing and real integration and being able to blend B2B and B2C,” said Gallate, who leaves after three years.
“It takes a depth of understanding of real marketing services and to try and do the heavy lifting of a large technology engagement through an agency that doesn’t have those specialist skills is very difficult.”
Gallate leaves after a period of relative stability for Euro RSCG in Asia-Pacific. “We’ve gone from creatively barren to creatively outstanding,” he said. “We’ve also grown tremendously, with Havas growing 31 per cent in Asia over the past three years.
Gallate will retain a senior leadership role at digital arm Euro RSCG 4D, becoming global chairman.
While Gallate housed Euro’s regional HQ out of Shanghai, 13-year Euro veteran Pluquet’s base is still under consideration.
