NEW YORK, Sept. 16, 2004 -- A new survey of nearly 9,000 business leaders in six of the world's major economies shows that the most dynamic and proactive business leaders are those who qualify as "prosumers" in their personal lives. These top-level executives are more apt to take advantage of potential opportunities and more likely to wield influence within and outside their companies.

For the "Prosumers in the C-Suite" study, Euro RSCG Worldwide, in conjunction with Forbes.com, undertook an online survey of business leaders in the United States, United Kingdom, Germany, Mexico, China, and Japan in order to explore the presence and potential impact of prosumerism in the corporate environment. The agency has been tracking the impact of prosumers in the general population for the past few years. These are men and women who have taken best advantage of current technologies and social conditions to become more proactive, more powerful, and more influential in their consumer relationships. They have tipped the balance of power away from retailers and manufacturers and toward themselves, the end users.

"We know from a series of studies we've carried out in recent years that prosumers are having a tremendous impact in the consumer world," said Ron Berger, CEO of Euro RSCG Worldwide, New York. "We can see their influence in everything from 24/7 retail to price-comparison mechanisms and medical information online. With this new study, we're examining whether prosumers at home are carrying their prosumer tendencies into the upper echelons of the business environment-and, if so, to what effect. What we've discovered is that these influencers who are shaping consumer markets are also having a real impact on the business world. And we've found that one of the characteristics that sets them apart from others in the C-Suite is their tendency to be more proactive in their business dealings and to see opportunities others might dismiss."

Among the findings of the study:

* C-Suite prosumers -- "C-Prosumers" for short-are consistently more opportunistic in their thinking than their nonprosumer business colleagues. Asked to identify the greatest opportunities for the growth and success of their businesses, C-Prosumers outscored their nonprosumer colleagues on every one of the 13 scenarios listed.

* In good news for the marketing industry, influential C-Prosumers are significantly more likely than others (80% vs. 69%) to think that their companies' advertising and marketing programs can have a substantial impact on the way the market perceives their corporations. C-Prosumers are also more likely to believe their advertising and marketing programs have a substantial impact on sales (68% vs. 57% of nonprosumers).

* Interest and belief in technology are universal hallmarks of prosumers, so it's not surprising that C-Prosumers are more apt than their colleagues to take advantage of the Internet for conducting transactions and gathering information. In fact, the Web emerges as the single most important source of information on business for 57% of C-Prosumers, compared with 47% of the rest. Moreover, 83% of C-Prosumers use online banking services to pay bills, manage checking/savings accounts, and take care of other financial needs, compared with a significantly lower 73% of nonprosumers.

* Technology is also regarded by a larger proportion of C-Prosumers than nonprosumers as an area of opportunity for their companies. Nearly four in 10 C-Prosumers (39%) cited "advances in technology that will create new markets for us or improve our operations" as an important area of opportunity, compared with just 33% of others.

"What we're seeing is adventurous attitudes and behaviors from the personal sphere affecting the business environment once again. It already happened with such things as personal computers, mobile telephony, WiFi, and Web services, which people first used in their own time and then began to expect at work, as well," observes Don Hogle, Managing Director, Strategy, at Euro RSCG Worldwide, New York. "Now it's happening more broadly with prosumer attitudes that people are developing in their personal lives and then bringing to bear in the workplace."

"Prosumerism is an adaptive response of smart people who are faced with rapidly changing offerings, potentially overwhelming information, and complex choices," said Ron Berger. "We've researched it emerging in a whole range of consumer markets, and now we have solid confirmation that it is manifesting itself in the corporate world, as well. For those of us involved in business- to-business marketing, it's important we understand the nuances of the prosumer mindset. The men and women who qualify as prosumers are without a doubt among the most influential people in their companies and industries."

For "Prosumers in the C-Suite," Euro RSCG used the same battery of questions and proprietary algorithm the agency routinely uses to identify prosumers in its consumer studies. C-Prosumers made up 19% of the overall C- Suite sample, with proportions varying from country to country. In the United States, United Kingdom, and Germany, 19% of senior businesspeople surveyed were identified as C-Prosumers. The proportions of people qualifying as prosumers were lower in the other markets: 12% in Mexico, 11% in China, and just 6% in Japan.

"Prosumers in the C-Suite" covers a range of other topics, including respondents' ratings of current threats, opportunities, and barriers, as well as hot topics such as compensation, transparency, and the effectiveness of marketing and advertising.

For more information on Euro RSCG's C-Suite survey or to arrange an interview with one of its authors, please contact the person listed below.

ABOUT THE STUDY

The C-Suite survey questionnaire was compiled collaboratively by Forbes.com and Euro RSCG Worldwide, and was fielded online by New York-based Market Probe International in June 2004. Candidate respondents were selected from a range of databases held by Forbes.com; some are subscribers to Forbes magazine, but others are not. Invitations to participate in the survey were sent out by e-mail, and the survey URL was sent to those who accepted the invitation. The survey was available in both English and the local language for each country market.

The survey filtered out respondents holding anything other than a senior position in their company. Positions held by respondents included the following:

* President 15%

* CEO 12%

* Managing Director 11%

* Other C-Officer 18%

* Other Senior Management 25%

The achieved sample totaled 8,890 respondents, with the vast majority in the U.S. (n=7,839). Sample sizes in the other markets are as follows: U.K., 236; Germany, 230; Mexico, 200; China, 194; Japan, 191.

Euro RSCG Worldwide, a leading integrated marketing communications agency, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional, and local clients. The agency's client roster includes Airbus, Air France, Aventis, BNP Paribas, Capgemini, Danone Group, Intel Corporation, LVMH Louis Vuitton, MCI, Polaroid, PSA Peugeot Citrokn, Reckitt Benckiser, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Nasdaq: HAVS - Euronext Paris SA: HAV.PA).

Web Site: http://www.eurorscg.com

http://forbes.com

Carin Moonin
Senior Copywriter and Project Manager
Euro RSCG Worldwide
212-886-5092
carin.moonin@eurorscg.com

Owen Dougherty
Chief Communications Officer
Euro RSCG Worldwide
212-886-2084
owen.dougherty@eurorscg.com