Treasury bosses to extend TBWA’s Euro campaign for 1999

The Government is to give TBWA GGT Simons Palmer a vote of confidence by extending its pounds 4.5 million drive to persuade businesses to prepare for the launch of the single European currency.

The Government is to give TBWA GGT Simons Palmer a vote of

confidence by extending its pounds 4.5 million drive to persuade

businesses to prepare for the launch of the single European

currency.



The Treasury is planning a new burst of ads in January 1999 when 11

European Union countries will join the Euro. The UK Government will then

publish a change-over plan on what Britain needs to do to join the

second wave.



Although no budget has yet been fixed, ministers are positive about the

first phase of the campaign and they may allocate a further pounds 2

million.



The new ads are likely to feature Martin Skinner, the abrasive

businessman who lectures his staff about the Euro in the TV commercials

and unveils his personal slogan, ’perfect planning prevents pathetic

performance.’



A pounds 3.2 million TV campaign in September was followed by a pounds

400,000 press and radio push and a pounds 400,000 mailshot to 1.6

million companies.



Although the use of the manic boss was seen as risky, the Government is

delighted with the results.



Peter Buchanan, director of marketing communications at the Central

Office of Information, said: ’People saw the character as a caricature

not to be taken too seriously.’



But John Redwood, the shadow industry secretary, said: ’The campaign is

a waste of money. The British people won’t fall for it.’



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