The CEO of the European Association of Communications Agencies (EACA), Charley Stoney, announced that companies, due to the new U.S. tariffs, will intensify their focus on local European markets. The United States has imposed 15% tariffs on most EU exports, while the EU is planning to abolish tariffs on U.S. industrial goods and grant more favorable access for American agricultural and fisheries products.
According to Stoney, “localization is coming back in full swing.” The political climate is reportedly not favorable to global initiatives, meaning there will be an increasing emphasis on domestic advertising campaigns and the national positioning of brands. It will become increasingly difficult for European producers to successfully enter the U.S. market, particularly with premium products.
