EC cuts olive oil consumer PR budget by 25 per cent

BRUSSELS: The European Commission has cut the budget for its consumer PR brief to promote the benefits of olive oil across the 15 EU member states by 25 per cent.

BRUSSELS: The European Commission has cut the budget for its

consumer PR brief to promote the benefits of olive oil across the 15 EU

member states by 25 per cent.



The move, which results in a PR and advertising budget worth pounds 23

million - as opposed to the initial pounds 30 million - is a result of

new financial restrictions imposed by the European council of ministers

when it met last May in Berlin to set the commission’s budget for the

2000 to 2005 period.



The commission’s agriculture directorate, DGVI, originally tendered for

the account last November, alongside a brief to promote olive oil among

healthcare professionals (PR Week, 13 November). No agency was appointed

to the consumer account. The healthcare account was won by incumbent

agency Eurosciences Communication, Hill and Knowlton’s healthcare

network, three months ago.



The commission has asked 40 PR and advertising agencies to repitch for

the three-year consumer account, which involves at least one PR agency

in each EU member state and will be co-ordinated by DGVI’s principal

administrator, Hannu Loven.



For its last consumer PR campaign promoting olive oil, which ended two

years ago, DGVI appointed agencies in 12 countries, including Grayling

for the UK and Ireland.



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