Publicis tops BM and H&K for dollars 30m Euro job

FRANKFURT: Publicis Dialog has emerged as the victor in a three-way race for the European Central Bank’s dollars 30 million-plus PR campaign to explain the new euro currency.

FRANKFURT: Publicis Dialog has emerged as the victor in a three-way race for the European Central Bank’s dollars 30 million-plus PR campaign to explain the new euro currency.

FRANKFURT: Publicis Dialog has emerged as the victor in a three-way

race for the European Central Bank’s dollars 30 million-plus PR campaign

to explain the new euro currency.



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

out Burson-Marsteller and Hill & Knowlton for the PR-heavy account, said

to be worth well over dollars 60 million in total.



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

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

people recognize the currency and its security features; and to show

cashiers and currency exchange desks how to detect counterfeits. The

campaign will be closely coordinated with the national central banks of

each European country.



’PR is central to the campaign,’ said Seth Goldschlager, director of

Publicis Consultants.



’It’s an intense education and information process.’ The campaign will

be launched in mid-2001, while the single currency is scheduled to

launch on January 1, 2002.



Manfred Kerber, director of external relations at the ECB, agreed that

this is ’an information campaign, not an advertising campaign.’ Roughly

half of the dollars 60 million-plus account will be devoted to PR, but

the two-year campaign will also include advertising, direct marketing

and online initiatives.



Over 40 agencies responded to the February RFP, and the list was

whittled down to nine and then 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 will head the

account in Asia.



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