Conquering Euro creatives

Your article “Gearing down” highlights the creative issues facing all sectors regarding pan-European campaigns.

TBWA’s spot for Nissan and Rainey Kelly’s Astra work are just two in a long succession of campaigns developed in the UK that have failed to impress our Euro cousins.

In fact, the tone of the article underscores the negative feelings the industry as a whole has toward such communication. But does this belief have to prevail?

If other endeavours such as music and film can successfully migrate borders despite the cultural and language difficulties, why can’t advertising?

Perhaps most worrying of all is this “it can’t be cracked” attitude from a country that quite rightly prides itself on being one of the most creatively inventive in the world.

Of one thing I’m sure: the more you tell creative people that there’s an insurmountable problem, the more they’ll move heaven and earth to solve it.

Maybe this is where the answer lies. Not bogged down in regional concerns or creative xenophobia, but in recognising that it’s a challenge we will increasingly have to embrace. And after all isn’t that what we get paid for?

Trevor Pettit

Executive creative director

Carlson Marketing Group

London SW15

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here