Publicis appointed to sell euro to the world

The European Central Bank has appointed the Publicis network to handle a global marketing campaign to coincide with the introduction of euro notes and coins in 11 countries from January 2002.

The European Central Bank has appointed the Publicis network to

handle a global marketing campaign to coincide with the introduction of

euro notes and coins in 11 countries from January 2002.



The through-the-line campaign, set to break in the latter half of 2001,

will be the European Union’s most intensive public information drive

ever, with a budget in the region of 60m euros (pounds 38.5m).



The campaign will include a major public relations drive through

Publicis’ France-based PR division, Publicis Consultants, as well as

standard advertising through the main agency and direct marketing

through Publicis Dialog.



Publicis’ media agency, Optimedia, will plan and buy all media.



The brief is to prepare Europeans for the introduction of euro bank

notes and coins so they are favourably received; to help the public to

recognise the notes; and to show cashiers in shops and banks how to

recognise the notes and detect fakes.



While the campaign will focus on the 11 countries where the euro is to

be introduced - the United Kingdom, Ireland, Denmark and Sweden have yet

to decide whether to sign up at all - there will also be activity in

other markets including the US and Japan, where recognition of the euro

will be important for tourism. Ads will also appear in the UK.



It is likely that spend, content and media will be tailored to each

individual market according to differing attitudes to the new

currency.



The European Central Bank began its search for an agency in February and

saw presentations from nine in the early stages of the pitch. Publicis,

which saw off rival bids from J Walter Thompson and Young & Rubicam in

the final stage, says the nine-month long process has been its biggest

multinational effort ever, involving staff from all over its network in

19 countries.



Joanna Baldwin, who heads up international new business for Publicis

Worldwide based in London, led the pitch team in conducting detailed

research into both nations’ and national central banks’ attitudes to the

euro.



Baldwin said: ’Our presentation stressed that the introduction of the

euro should be a cause for celebration as well as anything else, and

that whatever we have to communicate would be better understood if

people were more receptive to the euro.’



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