Agencies will soon be asked to pitch for a Government campaign
worth up to pounds 5 million to tell British business to get ready for
the launch of the European single currency.
The campaign is being drawn up urgently by the Treasury. There is
growing concern that British companies which trade with the Continent
are ill-prepared for the huge change that will affect them, even though
Britain will not be among the EU countries joining the Euro at its
launch next January.
The campaign, to be launched this summer, will include TV, press and
direct mail. The shortlist is expected to include agencies with a strong
record on integrated marketing.
The Central Office of Information, which will advise the Treasury on the
agency, has secured 01 01 99 as the number for its business
Although Lord Simon, the trade and industry minister, has launched a
low-level initiative telling industry to prepare for a single currency,
the Treasury now accepts that a major information campaign will be
Business leaders have complained that many companies are in the dark
about the Euro. ’We have got to get a move on so that companies have
time to get ready,’ a Whitehall source said.
Although the budget has not been settled, Treasury officials believe up
to pounds 5 million will be needed to target businessmen
Gordon Brown, the Chancellor of the Exchequer, is unlikely to take
advantage of grants available from the European Commission to promote
the single currency as the Tories would almost certainly attack this as