A group of ten leading European steel manufacturers from six nations has launched a joint $45 million, three-year campaign across the continent to update their image and play down US threats of a trade war over steel prices.

Handling the drive are Hamburg’s Springer & Jacoby and Publicis Consultants in Paris, which joined forces after they won pitches last year for German and pan-European image campaigns. Over half the funding is coming from French company Usinor.

The campaign – the first collective European steel ad push – features three television spots and eleven press ads, using the tagline ‘Made of Steel’. It is currently running in seven European markets, and will continue until 2003.

News source: AdAge Global