International agency network Euro RSCG has ended its relationship with Bucharest agency Euro RSCG New Europe in favor of another local shop, ADDV, with which it has formalised a non-equity partnership.

Regarded as a ‘Young Turk’ within Romania’s fledgling ad industry, ADDV was set-up only a year ago by a quintet of ex-staffers from Romanian-owned Tempo Advertising. It has since won business from international bluechips such as AIG Life, Rhone-Poulenc, Adidas, Johnson & Johnson, Benetton and Levi Strauss.

According to ADDV managing partner Adrian Dura, Euro RSCG was attracted by the Bucharest shop’s international client list, as well as the number of creative awards it had gained in its first year of business. It will now handle all above-the-line work for Euro RSCG clients in Romania – among them Air France, Philips, Peugeot and Carte Noir coffee.

The French network’s former Bucharest affiliate, Euro RSCG New Europe, must now change its name although it has yet to decide what this will be. It retains its own domestic clientele.

News source: Advertising Age - International Daily