Agency overview: European advertising - the way forward

Dr Ingo Zuberbier

The chairman of Lintas Europe gives a bullish overview of advertising in Europe as the 1992 single market approaches: continued advertising expenditure growth, fuelled by TV media expansion (although there are slowdowns in Italy and the UK).

Agency overview: European advertising - the way forward

Dr Ingo Zuberbier

In this distinctly bullish European overview, Ingo Zuberbier foresees continued advertising expenditure growth, fuelled by TV media expansion and preparations for 1992, but observes a slow-down in Italy and the UK. He also notes the emergence of 'Euro-publications' and, as a hedge against TV inroads, magazines with more segmented targets. Amongst advertisers, Unilever, Beiersdorf and Nestle have undertaken substantial reorganisation, and France's BSN giant has made major international food acquisitions. In Eastern Europe, EC interests are bidding for media opportunities.

Despite rumours to the contrary, Europe's advertising market is...

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