In a glittering ceremony in the Albert Hall in Brussels Europe’s advertisers showed how spending in a recession can be a smart business move.
The top award at the Euro Effies Gala went to a campaign designed to inspire tourists to visit Iceland after last year volcanic eruptions.
“I think the campaign was wonderful to get everyone together because we’ve managed to get one third of the nation to send out the message with us. I think, it’s a world record in that sense,” said Inga Palsdottir, the Marketing Director of, “Promote Island”.
The Iceland campaign has generated over two million online hits. One example say the experts how investing in advertising can pay in the long run.
“The brave advertisers in the recession try to gain market share. I have seen many recessions in the past. Advertisers gain market share by spending in a more clever way,” opined Olivier Fleurot President, European Association of Communications Agencies.