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The European Association of Advertising Agencies will announce the winners of its first European Advertising Achievement Awards at the group's annual meeting this month in Rome. Conducting the meeting will be the EAAA's new director general, Stig G. Carlson.

Twelve advertisers and their agencies were chosen as finalists, based on case studies of their pan-European marketing strategies.


The awards are sponsored by the EAAA, made up of 19 multinational agency networks and 25 national associations, and Advertising Age International. They will be presented on Sept. 26.

Case studies and winners will be published in a special Advertising Age International supplement distributed at the conference and inserted in AAI's October issue.

Finnish-born Mr. Carlson, 52, comes to the EAAA from Philip Morris' European headquarters in Lausanne, Switzerland, where he served as director of corporate affairs for Eastern and Central Europe, Africa, the Middle East and the Nordic region. He succeeds Ronald Beatson, 65, who is retiring.


Mr. Carlson said his new EAAA position will help him influence European advertising legislation, which he thinks has exhibited over-regulation in the past.

A number of issues need tackling, he acknowledged, including European Union rules on creativity in auto advertising, due to be a major topic of debate this fall. The association also will focus on the EU's Green Paper on Commercial Communications and legislation on comparative advertising.

Mr. Carlson wants emerging markets high on the agenda, concentrating on topics such as a proposed alcohol ad ban in Bulgaria.

"We need to help [emerging markets] achieve reasonable rules. This is the right time to educate them about the real role of advertising," he said.

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