LONDON (Brand Republic) – The European Central Bank is spending £46m (€80m) on an advertising campaign to ensure the introduction of Euro notes and coins goes smoothly in January 2002.
The Europe-wide campaign, created by Publicis, will focus on the benefits of the new currency and will run in late 2001.
The ECB says drumming up public support for the Euro is a challenge and admits it has had more success with the technical aspects of the currency than with public communication of its image.
Publicis project leader, Raymond Van Burren compared the task to marketing Coke, a client of the agency.
He said both would rely on the power of language and image. “As with Coke, we will be mainstream in terms of communication. For the Euro, there’s no language -– yet.”