INTERNATIONAL: European Bank appoints Publicis for arrival of euro

FRANKFURT: Publicis, the French advertising and PR group, has emerged as the winner in a three-way race for the European Central Bank’s pounds 18 million-plus PR campaign to prepare for the arrival of the euro on the high street.

FRANKFURT: Publicis, the French advertising and PR group, has

emerged as the winner in a three-way race for the European Central

Bank’s pounds 18 million-plus PR campaign to prepare for the arrival of

the euro on the high street.



Publicis, along with its sister advertising and consulting arms, beat

Burson-Marsteller and Hill and Knowlton for the PR-heavy account, with a

total marketing budget in excess of pounds 36 million.



The goals of the campaign are: to prepare the general public for the

introduction of the new euro bank notes and coins; to help people

recognise the currency and its security features, and to show cashiers

and currency exchange desks how to detect counterfeits.



The campaign will be closely co-ordinated with the national central

banks of each European country.



’PR is central to the campaign,’ said Publicis Consulting director Seth

Goldschlager. ’It’s an intense education and information process.’



The campaign will be launched in mid-2001, while euro notes and coins

are scheduled to come into circulation on 1 January, 2002.



Manfred Kerber, director of external relations at the European Central

Bank, agreed that this is ’an information campaign, not an advertising

campaign’. Roughly half of the pounds 36 million-plus account will be

devoted to PR, but the two-year campaign will also include advertising,

direct marketing and on-line initiatives.



The pitching process for the account has lasted most of this year. In

February over 40 agencies responded to the brief (PR Week, 26

February).



The list has now been whittled down to three finalists.



The account will be based out of Publicis’ headquarters in Paris, under

the direction of Goldschlager. Publicis Dialog president/COO Andy Hopson

will lead the US team, while Guillaume Levy-Lambert, director of

Publicis Asia Pacific, will head the account in Asia.



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