NEWS: EU ads for ecu likely

The European Union may hire an agency to diffuse hostility towards a single currency among its citizens.

The European Union may hire an agency to diffuse hostility towards a

single currency among its citizens.



The advertising campaign, aimed at overcoming consumer distrust, is to

be discussed at a meeting in January between European Commission

officials and more than 300 representatives from consumer groups, trade

unions and national governments as well as advertising and media

executives.



One of the results of the meeting could be the go-ahead for an ad

campaign backed by a budget of up to dollars 108 million over five

years. The campaign would start in 1996 and climax with the expected

introduction of a single currency in 1999.



The work would attempt to hammer home the benefits of a single currency,

which would include an end to exchange-rate fluctuations and easier

cross-border trade.



The idea of an ad campaign has been welcomed by European agency bosses.

Jean de Yturbe, the chief executive of Bates Europe, said: ‘We’d be

happy to participate but it would be a bloody difficult job because you

could so easily get it wrong.’



Global brief, page 16



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