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
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
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
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.’