TBWA alerts business to 1999 euro launch

The Treasury this week launched a pounds 4.5 million TV campaign designed to prepare the UK’s small and medium-sized enterprises for the introduction of the single currency on 1 January 1999.

The Treasury this week launched a pounds 4.5 million TV campaign

designed to prepare the UK’s small and medium-sized enterprises for the

introduction of the single currency on 1 January 1999.



The commercials, devised by TBWA GGT Simons Palmer, introduce Martin

Skinner, the owner and manager of a small business. The seven ads will

be broadcast nationally during September and will show Skinner reminding

his staff of the need to be ready for the euro, and telling business

contacts how the single currency will affect their companies. A

voiceover at the end urges companies to reply to the mailshot the

Treasury is sending to the 1.6 million businesses most likely to be

affected by the euro.



Paul Bainsfair, the chairman of TBWA, said: ’The campaign avoids the

usual sanitised business stereotypes. Its impact will come from the

strong personality of the main character.’



The television campaign began on 1 September and will be supported by

radio and print ads later this month. Launching the campaign, Lord

Simon, minister for trade and competitiveness in Europe, commented: ’Our

research shows that too many small and medium-sized businesses do not

know enough about the euro or, in some cases, have wrongly assumed that

because the UK is not joining the single currency on 1 January 1999, it

will not affect them.’