Banks Hoggins O’Shea/FCB has won the £15m international account for Regus, the international provider of offices for rent, after spearheading a pitch by FCB Worldwide.
It will be the lead agency responsible for global branding, advertising and marketing campaigns for Regus, which is based in Middlesex. Billings are expected to double next year from an estimated base of £15m for 1999.
FCB Worldwide is understood to have pitched against Grey, McCann-Erickson and DMB&B for the business.
FCB New York will handle Regus’ marketing efforts in north America. This area is a relatively new market for the company, providing fully furnished and equipped offices on short-term flexible leases.
Jonathan Dutton, group marketing director for Regus, says: “FCB will bring about the global strength we require, yet allow the individuality of each region and country to be catered for.”
Regus is planning an autumn flotation, which is expected to value it at up to £1.2bn. The company has serviced offices in more than 230 centres in over 40 countries around the world and plans to increase the number of centres to 350 operating in 62 countries by the end of this year. Established in 1989, Regus’s slogan is “Now you can rent an office as easily as you can rent a car”.