Havas, the Paris-headquartered agency holding group, last month applied at the US Patent and Trademark office to resister a new trademark.

It is intended to cover a host of extant marketing services activities: corporate identity, public relations, direct/interactive marketing, and marketing consultancy. The wraps come off the new venture today (Friday).

It is unlikely, however, that Havas will attempt to market the trademark as a global brand, word for word as registered. Euro RSCG Worldwide 4D does not trip lightly off the tongue --in whichever language it is spoken. 4D, pure and simple, is WAMN's best guess.

Euro RSCG Worldwide chairman/ceo Jim Heekin made a passing reference to the new marketing services network back in January, when he announced it would be led by veteran executive George Gallate.

The latter also fronts one of Euro's largest international accounts, Intel, as well as running Havas' interactive unit, Interaction.

From the outset 4D will account for approximately 50% of its parent network's revenue; but given its aggregated specialist muscle, the new operation may well prove to be Euro RSCG's major growth engine over the next decade.

Data sourced from: AdAge.com; additional content by WARC staff