Young & Rubicam-owned guerrilla marketing fledgling BrandBuzz has extended its activities from Manhattan to Europe, establishing a beachhead in The Netherlands via its parent’s Amsterdam shop Beyond the Line.
The latter, a multidisciplinary branding specialist run by managing partner Kees Klomp, takes a dose of its own medicine and reincarnates today (Thursday) as BrandBuzz Europe. Klomp remains at the helm.
According to Etienne Boisrond, Young & Rubicam ceo for Europe, the Middle East and Africa, BrandBuzz Europe’s goal is to capture additional European clients – both within and without Y&R’s existing portfolio.
Guerrilla marketing – adspeak for an integrated mix of promotions, public relations, event marketing and interactive work – is a currently promising growth sector against an industry background of retrenchment. According to Y&R, it aims to extend the BrandBuzz concept within the next eighteen months to Asia and Latin America.
News source: AdWeek.com