Eurostar has kicked off a review of its entire European advertising
account, held by Young & Rubicam.
The review is statutory ahead of the expiry of Y&R’s contract at the end
of this year, but has also been prompted by the company’s desire to
develop more consistent branding throughout Europe. The move follows a
restructure at Eurostar resulting in the creation of the Eurostar Group
and a shift towards a more pan-European approach to the company’s
Bertrand Guillon, Eurostar Group’s commercial director, said: ’We shall
be looking for a pan-European organisation capable of providing
strategic leadership for a high-profile brand together with the creation
and development of excellent advertising on all fronts.’
A Eurostar Group spokes-man in the UK said: ’Part of the reason for
forming the umbrella Eurostar Group is to centralise the marketing
activity, thereby making the brand values the same in all markets.’ But
he added that work would be tactically different in the three markets,
to take local interests into account.
In the past, Eurostar has used St Luke’s to create advertising in the
UK, while Y&R has handled Belgium and France as well as producing some
UK work. Y&R has been invited to repitch for the account, which is worth
pounds 10 million in the UK alone.
Eurostar has had little consistency in its advertising since its
futuristic launch campaign through Y&R in 1994. The account then moved
to St Luke’s, which produced a quirky campaign fronted by Antoine de
Caunes and a philosophising Eric Cantona. In its last work, St Luke’s
produced a cartoon-style campaign introducing the phrase: ’Let’s go
In June last year, St Luke’s contract expired and Y&R was
Recent work through Rainey Kelly Campbell Roalfe/Y&R has shown a group
of individuals singing their dialogue in French, with subtitles.