MARKETING FORUM: Mike Moran brands pan-European ads as a ’waste of time’

Mike Moran, the commercial director of Toyota GB, has struck out against pan-European advertising, accusing it of reaching ’the lowest common denominator for every country’.

Mike Moran, the commercial director of Toyota GB, has struck out

against pan-European advertising, accusing it of reaching ’the lowest

common denominator for every country’.



In a hard-hitting speech delivered at the Marketing Forum, Moran said

that research carried out among the marketing fraternity proved that 82

per cent would not be proud to have their name associated with a number

of European ads.



Moran added: ’Pan-Europeanisation in the context of above-the-line

communication is a complete waste of time. Anyone chasing the holy grail

of an ad which will appeal to a Brit, a German and a Frenchman is a

jerk.’



In his research, he sent out a videotape of pairs of ads in sectors such

as beer, credit cards and soft drinks which aired in the UK to the

hundred-odd marketing directors and managers who were to attend the

forum. One of each pair was created solely for the UK market, while the

other was created with a pan-European market in mind.



In the comparisons, the UK ads scored consistently higher in each of

four categories: credibility, appeal, insightfulness and motivation.



The majority of the UK ads achieved scores considered ’outstanding’,

while the Euro ads were largely falling to the ’poor’ end of the

scale.



Moran added that the normal defence of pan-European advertising is the

economy of scale it creates, but that the benefits of this were

outweighed by the loss of effectiveness and brand awareness.



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