1. McCANN-ERICKSON Euroforum Conference 16 May 2003

2. McCANN-ERICKSON The „Past” of Advertising Advertising began its rapid development in a region where the following was declared:

3. McCANN-ERICKSON The „Past” of Advertising „Coca-Cola is one of the drugs of capitalism.” /Hungarian politician, 1953/

4. McCANN-ERICKSON The „Past” of Advertising „Advertising has no sense. It is good only as a way for wealthy people to make themselves more wealthy.” /University professor, Dresden, 1971/

5. McCANN-ERICKSON The „Past” of Advertising „I cannot guarantee on which day and on which page your press ad will be published. Besides, I hate advertising.” /Marketing Director of a Hungarian newspaper, 1988/

6. McCANN-ERICKSON The „Past” of Advertising „Whether you like it or not, we won’t change it. You have two choices, you either sign it today or you sign it tomorrow.” /One of the responsible persons from Hungarian Television, 1989/ /One of the responsible persons from Hungarian Television, 1989/

7. McCANN-ERICKSON The „Past” of Advertising Despite the previously mentioned, there has been incredible development in this region.

8. McCANN-ERICKSONQuestions u Will all of Europe have a „one size fits all” type of market? u Brands, media channels, marketing communications agencies, as well as clients, will be globalised, but how will this effect the consumer?

9. McCANN-ERICKSONQuestions u How will „europeanisation” have an affect on communication messages? u What role will the „new members” of the European Union have on the European and the worldwide marketing communication platforms?

10. McCANN-ERICKSONProblems ItemsAdvertising Agencies Different cultural frameworks a, Different languages4.16 b, Cultural differences4.67 c, Different attitudes towards advertising 3.36 Different distribution and trade habits and systems a, Different product classification systems2.77 b, Local trading and/or distribution traditions 3.26 c, Different product type customer preferences3.34 d, Different media buying habits 2.43 (scale: 1 = not important, 5 = very important) Source: The Single Market and Tomorrow’s Europe)

11. McCANN-ERICKSONGlobalisation u Companies are becoming global. u Brands are becoming global. u Media is becoming global. u Information is becoming global. u Only the consumer doesn’t become global or not everywhere in the same way.