TBWA GGT Simons Palmer has revived Martin Skinner, the abrasive
boss who hectors his staff about the Euro, for a series of new press and
radio ads aimed at small and medium-sized enterprises.
The latest phase of the campaign follows the introduction of the Euro in
11 European Union countries on January 1 1999 and acts as a reminder to
businesses that have not yet done anything about it. All three press ads
carry the line, ’It’s not too late to find out how the Euro affects your
One execution features a picture of Skinner at his desk and the words,
’Ignorance isn’t bliss. It’s bad business’, while another reads, ’I’m
giving you another chance, aren’t I nice?’
Andrew Barrington, the account director for the Euro at TBWA, said:
’Martin Skinner has been a very successful spokesman for the Euro and
now he’s back to remind British businesspeople that it’s not too late to
find out how the Euro could affect their business.’
The press ads broke this week in national and regional newspapers and in
a range of trade papers; the radio campaign breaks on 8 March. The ads
run for one month and will be followed by a new television campaign,
scheduled for this summer.
The campaign was written by Ben Walker and art directed by Matt
Media planning and buying are handled by MediaVest.
The original Euro preparation campaign ran last autumn and resulted in
375,000 requests for the Treasury factpack on the currency.