Information et Entreprise, the Paris-based PR company, has landed an
estimated pounds 5 million budget account from the European Commission
to sell the benefits of the single market to its citizens.
The Citizens First campaign will focus on the rights of the inhabitants
of 15 member states on issues like purchasing goods, studying,
healthcare, equal opportunities and health and safety in the workplace.
Information et Entreprise teamed up with the advertising agency Ammirati
Puris Lintas and media buyer Initiative Media to clinch the account.
The selection process, run by the EC’s information division DGX and its
marketing and financial services arm DGXV began last December.
Information et Entreprise has picked 14 agencies, one in each country,
to help it execute the campaign,including Charles Barker in the UK.
Briain promises to be the toughest market, although Charles Barker’s
deputy chief executive Jennifer Potter said it will not receive more
attention than the other 15 states.
The first stage of I&E’s brief is to develop a strategy for each
country and decide how to split the total 16 million ecus (pounds
From September the campaign will switch to the preparation of guides,
fact sheets and hotlines designed to tackle citizen’s queries over their
rights under Community law.
The issue of rights will be brought under the spotlight again when the
wider media relations campaign launches in November.