The Hindu Business Line : Euro RSCG plans new venture for data analytics

Chennai March 22 Euro RSCG India's marketing services group, Euro RSCG 4D plans to start a new venture in a partnership with a large Indian retail group to offer data management in retail as a business proposition to retailers.

Mr Suman Srivastava, CEO, Euro RSCG India, told Business Line that Euro in the UK has experience in working with large databases in retail as it manages the loyalty programme of retailers such as Tesco and Carrefour as well as that of Citibank. With the boom in retail in the country the Indian affiliate of Euro RSCG intends to bring over the core people who were involved in developing this offering in the UK and form a venture with a retail group with access to large databases.

As Mr Srivastava pointed out, analyses, linkages, insights and inferences from retail data is the expertise that this proposed venture will offer to the domestic retail industry.

Meanwhile, Euro RSCG has announced, in a media release, that it will aggressively focus on 4D. Internationally, Euro's 4D, it claims, is the world's largest direct and digital network with the ability to drive brand experience and sales results through promotion, merchandising, channel, retail, field and experiential marketing, all built on an intelligent approach to data.

New national head

To drive its growth, Euro RSCG has got on board Mr Rajesh Bhatia as the National head of Euro RSCG 4D. Mr Bhatia comes to Euro from Solutions Integrated where he worked on accounts such as HP, Microsoft, Intel, Cisco, Philips, Max New York Life Insurance and Gillette, says the release.

Mr Srivastava said that the past year had been good for Euro, which grew 30 per cent with a whole lot of new accounts bagged such as Reckitt Benckiser, BSNL, Volvo and Britannia for below the line activities for its Pepper Chakkar biscuits. "The idea is to grow Euro 2X3Y, twice the size in three years," he said.

While Euro's venture with Mouli's Advertising, the Chennai-based ad agency fell through, with the latter buying back the stake Euro had bought, Mr Srivastava said that he did not see a need for a second agency as there were plenty of opportunities with existing clients.

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