NEWS: Agencies set to gain in Euro currency push

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.

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

led.



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

spokesman.



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