European PR consultancies could be in line for a slice of government
business worth millions of pounds as the drive to promote the single
European currency gathers speed.
The French government this week appointed corporate advertising and
communications agency Kendo to work up a strategy to explain the concept
and benefits of the Euro to the French public.
A subsidiary of the Euro RSCG Worldwide advertising and PR group, Kendo
beat four other shortlisted firms for the job - DDB, Reflections,
Aldedia and Hintzy Heymann.
As part of a six-year communications programme leading up to full
monetary union in 2002, Kendo will formulate a publicity plan for the
Euro and submit proposals for its implementation to the Ministry of
Economics and Finance in June.
A spokesman for the ministry said that the government would then begin
the process of recruiting agencies to implement the plan, although it
was too early to say whether the campaign would be advertising or PR
He added that no decision would be taken on which type of agencies would
be asked to tender or on the size of the budget for the project until
Kendo had made its recommendations.
Meanwhile, in Germany the bid to promote the Euro is already underway.
At the end of last year the Federal Finance Ministry hired advertising
agency Von Mannstein Werbeagentur to run a DM15 million (pounds 6.6
million) campaign, due to break at the end of May.
A spokesman for the government press department in Bonn said that a
public relations consultancy would also be hired ‘in the next few weeks’
to help boost flagging support for the single currency in Germany.
The French and German initiatives contrast sharply with the attitude of
the UK government, which maintains an opt out on whether to join the
single currency and has no plans to launch a promotional campaign.
‘It will be up to the government of the day to decide whether we will
join, so there are no plans as yet to form a campaign,’ said a Treasury