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.’
