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
’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.