Jan 30, 2008 6:05 AM, PROMO Xtra, By Patricia Odell

Euro RSCG Worldwide has acquired promotion marketing agency Shake.

Shake, based in Chatham, NJ, has been renamed Euro RSCG Shake.

Neil Contess, the founder of Shake and a former North American President of 141 Worldwide, will head the new entity. He will report to Ron Bess, CEO of Euro RSCG Chicago.

The acquisition allows Euro RSCG to round out its offerings with a business focused on strategic promotion marketing, the agency said.

“Strategic promotion is really the evolution of the promotion discipline from a tactical level to the strategic application of behavioral marketing to build competitive advantage,” Bess said in a release.

Shake has been worked with Havas shops Euro RSCG and Arnold Worldwide for the past year on a number of accounts.

“Being a part of an organization that champions an integrated approach to marketing is a huge advantage for us going forward,” Contess said.

No changes are expected at the management level at Shake. Stephen Block heads the client services group and Bill Donlin leads strategic services and planning.

Shake was founded in 2004 by Neil Contess and Steve Block. The agency’s roster of clients has included Wyeth Consumer Products, Johnson & Johnson, Merrill Lynch and Burnbrae Farms.

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