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Euro RSCG Worldwide’s president, COO is James Heekin
NEW YORK: Euro RSCG Worldwide has named James R. Heekin as the new president and chief operating officer. He will report to the chairman and chief executive officer of the agency Schmetterer.
In the newly created position, Heekin will be responsible for worldwide operations. Working very closely with Schmetterer, Heekin will focus on executing the global agency’s strategy, vision, and growth objectives. He will also direct the continuing rollout of Euro RSCG’s Power of One integration strategy and the mission of developing creative business ideas for the agency’s clients. These- ideas through brilliant creative thinking aim at transforming business. Based out of Euro RSCG Worldwide in New York, Heekin will assume this position from 1 October.
Schmetterer added, “As we move to transform our global network in this most challenging time for our industry, I am extremely pleased that Jim will join me to lead Euro RSCG Worldwide. His proven ability to foster growth, talent, and ideas adds great strength to our management team. From his work running McCann-Erickson WorldGroup, driving the agency’s organic growth and making it a leader in new business gains, to handling successful accounts across Europe, the Middle East, Africa, and the US, Jim has demonstrated leadership of major global agencies. He also possesses an exceptional reputation among major clients.”
Prior to this position, Heekin was the McCann-Erickson WorldGroup and McCann-Erickson Worldwide’s chairman and CEO. He had the following remarks to make. Heekin began his advertising career in 1975 in the research department of J. Walter Thompson.
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
