Announcing the Publication of Leap: A Revolution in Creative Business Strategy.

Business Editors

NEW YORK--(BUSINESS WIRE)--Feb. 7, 2003

Bob Schmetterer's New Book Demonstrates Transformative Power of

Creative Business Ideas(R) and a New Role for Advertising

Agencies

Euro RSCG Worldwide announced today the publication of Leap: A Revolution in Creative Business Strategy, by Bob Schmetterer, Chairman and CEO of Euro RSCG Worldwide. In Leap, Schmetterer discusses Creative Business Ideas(R)--ideas that unite strategy and creativity in new ways; ideas that result in breakthrough solutions and industry firsts; ideas that ultimately transform the nature of business itself.

Through personal examples and case studies, Schmetterer demonstrates how organizations can make the vital leap that brings creativity into business.

"Historically business strategy has been very quantitative, very linear, and that's been kind of the way companies have looked at themselves," says Schmetterer. "In today's changing times, bringing creativity into the boardroom and into business' marketing and product development is what will allow organizations to take literal leaps in how they define themselves and their future."

Schmetterer writes that the whole point of Creative Business Ideas(R) (CBIs) is to jump-start groundbreaking ideas--ideas that not only sell products and establish brands, but also positively change entire companies and categories. Although it is a tall order and not something you see every day, CBIs are alive and well around the world.

Some case studies featured in Leap that speak to these points include:

In Ireland, Guinness wanted an ad campaign that would appeal to the younger generation. Despite being one of the country's oldest and best-known brands, it was negatively perceived by the youth market as "Old Ireland." Instead of an ad campaign, the agency created a new brand with an identity and promotion that was extremely creative and resonated with the target audience. Expectations and all brand objectives were far exceeded, and sales increased practically overnight.

The French subway system asked their ad agency for a campaign to enhance its image. The agency replied that the subway needed much more than an ad campaign. By transforming the oldest underground transportation company in the world into a leading provider of urban services, the agency helped transform the company's image and the user's experience. Traffic rose by a record number and customer satisfaction has risen steadily.

In the U.S., Volvo successfully launched a new car--and a new company image--without any traditional advertising, relying solely on the Internet and an exclusive partnership with AOL. The online launch resulted in tremendous media coverage within just one week, over 41 million website hits, and more than 22,000 people contacting a Volvo retailer.

These cases display just a few examples of what Schmetterer believes "Leap Thinking" can do to transform business and brands. Leap gives the reader the terminology, insight, and understanding to think differently about the way companies can form business strategy and embrace great creative thinking. Leap will open readers' eyes to the full potential of extraordinary ideas--and reduce the number of idea fatalities.

About the Author

Bob Schmetterer is Chairman and CEO of Euro RSCG Worldwide, a multinational agency with a client base that includes Air France, Aventis, Credit Suisse Group, Danone Group, Intel Corporation, LVMH Louis Vuitton, MCI, Reckitt Benckiser, Volvo, and Yahoo! He is also President and COO of Havas and is active in several other organizations, including the Foundation Board of the International Institute for Management Development (IMD), the New York Chapter of AAAA, the advisory board of @d Tech, and the steering committee of the ANA/AAA new media organization, CASIE. He has been the keynote speaker at numerous events and conferences, including the Cannes Lions International Advertising Festival, the AAAA-ANA Conference, the Jupiter Global Online Advertising Forum, and the Yahoo! National Sales Conference.

           Leap: A Revolution in Creative Business Strategy
                          by Bob Schmetterer
                 Chairman and CEO, Euro RSCG Worldwide
                        John Wiley & Sons, Inc.
 Publication date: January 31, 2003; $29.95/Cloth; ISBN: 0-471-22917-2
                          www.leapthebook.com

For more information, or to request a review copy of Leap, please contact: