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.

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