Close-Up: Newsmaker - Euro RSCG prepares for Moira charm offensive.(Gerry Moira)

Harmonious relations are essential to Gerry Moira and Ben Langdon's plans for Euro RSCG London, John Tylee writes.

Barely had the news broken of Ben Langdon's invitation to Gerry Moira to take creative command at Euro RSCG London before the wags were asking whether the place would be rechristened Ben and Gerry's.

With tongue firmly in cheek, Moira declared it a splendid idea. After all, he quipped, didn't the philanthropic philosophies of himself and his boss-to-be have much in common with the ice-cream makers? A typically ironic observation from one of adland's wittiest commentators. Philanthropy is a word not often uttered in the same breath as Langdon. Ruthlessness and raw ambition maybe.

Next week, Moira jets in - the latest and perhaps most important element in Langdon's plans to kick-start new business and evolve the group's 'power of one' integrated strategy.

Outwardly, Langdon and the former Publicis chairman and executive creative director look an unlikely combination. Langdon's relentless drive looks at odds with Moira's charm and gentle wit.

But both parties insist they are locked in mutual respect. For Langdon, Moira's arrival simply extends his record of working with highly experienced creative directors. 'Gerry commands respect because he has a pedigree,' he says.

Also, Langdon declares himself a reformed character. 'I'm 41 and I've matured a lot. I don't shout as much as I used to - and Gerry will probably tell me to fuck off if I do.'