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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

Why Most Ad Agencies Want the United Kingdom to Stay in the European Union

What a 'Brexit' could mean for the creative industry

22/06/2016
in Opinion
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Katie Richards, Adweek

For those not currently embroiled in the ongoing and emotionally charged debates taking place within the European Union, a massive vote—the EU Referendum—is on the horizon. On June 23 the United Kingdom will decide to either remain in the European Union or leave, sparking conversations about the potential impact either option would have on immigration, trade agreements and short and long-term economic effects.

The vote—nicknamed Brexit to signify a British exit from the EU—has, understandably, stirred concern and discussion within the advertising community both in the U.K. and throughout other European ad agencies. Many of the industry’s biggest names have vocalized their opinions on a possible Brexit, including WPP chief executive Sir Martin Sorrell and Publicis Groupe chief executive Maurice Lévy—both are decidedly anti-Brexit.

At this year’s Advertising Week Europe in London, Sorrell kicked off a three-plus hour session dedicated to discussing the impact a possible Brexit could have on the industry. Sorrell noted that should the people vote in favor of leaving the EU, WPP would most certainly “lose influence in four of our top 10 markets—Germany, France, Italy and Spain … I know clients will close plants, I know that jobs will go,” he said.

One of Sorrell’s main arguments surrounding the vote revolves around immigration—a major point of contention in the overall Brexit debate. Supporters of the ‘vote leave’ camp argue that being a member of the EU has led Britain to lose control of immigration, with laws allowing free movement among the 28 countries. However, many U.K. ad agencies rely on the fact that they can hire talent from outside of the country to come and work for them. Agencies argue it creates a more European mindset, which in turn leads to a stronger roster of global clients.

“We have significant numbers of staff from other EU countries and the thing is, it’s one of the reasons U.K. agencies are able to work so well across the region,” adam&eveDDB chief executive James Murphy told Adweek. “Also one of the reasons U.K. agencies pick up a lot of global ad accounts is because they’re seen as open to the world and globally, internationally minded.”

“We work with clients in France, Germany, Italy, Spain. One of the reasons they come here is they think they are going to get brilliant creativity from people who share a European mindset, not who have a parochial or nationalistic mindset,” Murphy added.

Benedict Pringle, founder of website Politicaladvertising.co.uk, noted that U.K. agencies are increasingly acting as regional hubs for Europe and if clients start to feel that “British agencies begin to have a Little Englander mentality, there’s [a] reason why Amsterdam or Paris may start to look more attractive.”

On the flip side, the U.K. remains one of Europe’s largest exporters of advertising services. If the U.K. does leave, Pringle noted that it should have no trouble securing a favorable trade deal with the EU and could allow some of the industry’s top talent from the U.K. to succeed by reducing the levels of immigration into the country.

72andSunny Amsterdam managing director Nic Owen, feels differently. The agency is extremely diverse, with over 30 nationalities represented, and a number of members coming from the U.K. “Not needing to get visas for these people saves time and money,” Owen said.

Then, there’s the financial aspect to consider.

On the one side, the Campaign for an Independent Britain argues that while there may be some minor adjustments immediately following a vote to leave, like a “sudden short-term fall in the value of sterling,” the long-term benefits would hugely outweigh any minor setbacks, John Petley, operations manager for the Campaign for an Independent Britain, argues.

Agency analysis would argue otherwise. A recent report from Publicis Media’s Zenith suggests that leaving the EU would end up costing the U.K. 70 million pounds (roughly $99 million) in ad spend growth per year, reaching 1 billion pounds ($1.45 billion) by 2030. The report argues that while the immediate effect on the U.K. ad market “would be muted,” a Brexit would have a long-term cost for the U.K. ad industry … It would also threaten to make cross border accounts in Europe more costly and cumbersome to operate,” Jonathan Barnard, Zenith’s head of forecasting, stated in the report.

The upcoming vote has also drudged up plenty of emotion, which spilled over into violence last Thursday when a Labour MP from West Yorkshire, Jo Cox, who had been campaigning to keep the U.K. in the EU, was murdered by a man who shouted “Britain First” as he shot and stabbed the mother of two to death.

As the vote approaches, it seems increasingly more likely that a British exit could in fact be possible. According to cheeky website Brexit Belly—which uses Financial Times data to measure the percentage of voters leaning towards leaving (the outies) and those leaning towards remaining (the innies)—as of Monday June 20, the split between “innies” and “outies” is even, both at 44 percent.

“I don’t think anyone is clear in terms of what the exact fallout will be. We will still work closely with brands and people in the U.K., but it will just make things a touch harder, for no valid reason that I can see … there will be additional bureaucracy to deal with,” Owen added.

Tags: adam&eveDDBAdvertisingAdweekagenciesBrexit
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