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European consumers are increasingly responding to a campaign that uses the same image across a dozen or more markets to sell a product or service.

In recent cross-border marketing initiatives, Hugo Boss tells Generation X males in 13 countries "Don't imitate, innovate" in its launch of Hugo fragrance. Dolphins frolic in the ocean for Delta Air Lines on TV in 15 markets. And United Parcel Service says "Good morning" in 19 languages to underline its early delivery service.

But such work is not necessarily recognized by the advertising industry's awards programs. A-wards still focus largely on entries from individual countries, ignoring what marketers are doing across regions.

To fill that void, the European Association of Advertising A-gencies, in association with Advertising Age International, sponsors a new award to recognize strategies that are effective in three or more markets. The first European Advertising Achievement Awards have 12 finalists, profiled in individual case studies in this issue. (See a list of finalists and their awards below.)

Awards-presented Sept. 26 at the EAAA's 1996 conference in Rome-are given in three categories: launch of a new product or service; major change in advertising strategy for an existing product or service; and continued effectiveness of a long-running campaign.

The U.K.'s Institute of Practitioners in Advertising, which sponsors awards for effective advertising, helped to develop criteria for the contest. Entrants were required to submit briefs giving a detailed description of marketing, creative and media strategy; the ads themselves; and evidence of achievement, such as sales or market share growth or major improvements in brand awareness.

European marketing executives from Guinness, McDonald's Corp., Henkel, PepsiCo International and Hewlett-Packard Co. judged the awards.

Finalists were chosen for having met a variety of marketing challenges. For example, Indian watch maker Titan undertook the first European launch of an Indian brand-on a meager ad budget of $2.5 million for six countries.

To reach their target audiences and accomplish their goals, most of the finalists used a combination of pan-European print and TV and local media. Advertisers and their agencies had to deal with markets in widely different stages of development, regulations that vary from country to country and cultural differences.

Finalists supplied hard data to prove advertising achievement.

But results can also be explained anecdotally. Such as the story a UPS account exec tells. On an early morning client visit, he greeted the receptionist and was asked, "Aren't you supposed to say that in 19 languages?"

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