Euro RSCG dislodges Digitas to be IBM's digital AOR

According to Euro RSCG, the pitch for the business was held out of North America. A regional spokeswoman for the agency said the implications for global markets "are still being sorted", but "Asia was highly involved in the pitch, out of Australia and Singapore and I believe China as well".

She added that Euro RSCG is awaiting details of the account's impact on Asia-Pacific, but those duties won't be apparent for a few weeks.

A price tag for the account has not been disclosed, but IBM’s digital budget comes out of a reported US$1.25 billion global ad spend.

Euro RSCG 4D will be responsible for overseeing all of IBM’s online branding and social media, technology and strategic development, working with IBM’s creative and media AOR Ogilvy & Mather and Mindshare.

Reports add that the account win deepens Euro RSCG’s relationship with the tech giant as the agency had already managed IBM’s email and relationship marketing for years.

“Euro has deep digital expertise, a broad global footprint and a strong track record working with IBM on email and relationship marketing,” said John Kennedy, VP of corporate marketing at IBM. "Our current agency partners are teaming with IBM to do great digital work in advertising, demand generation and events, and we are confident that adding Euro to the mix in a lead role will further enhance our digital capabilities and presence."

Global CEO of Havas and Euro RSCG Worldwide David Jones told Western media that IBM has become the agency’s “biggest digital client globally”.

The development is in line with Jones’ goals to strengthen the agency’s digital profile globally.

The win is holding group Havas’ second in so many days as news broke yesterday that MPG won Hyundai Kia's global media account over Omnicom Media Group.