"THE SMARTER MONEY IS ON THE EURO"
"This would be a testimonial campaign picturing a captain of industry together with an everyday person, such as a waiter, a farmer or a cleaner, who both are united in their positive view of the euro," says John Barradale, managing director of the advertising agency Edge Ideas, whose clients include the Conservative Party. "One would be talking about how `My business could run better' and the worker would say, `Yes, and it means my job is safe.' That way we show the effect on business as well as on the everyday lives of ordinary people. The juxtaposition of those two people in one ad, kept very simple, could be very simple, and people will be able to see themselves in it, whoever they are. The slogan is acknowledging that both people are smart."
"BE BRAVE... COUNT ME IN"
"This strategy deliberately acknowledges that choosing the euro is a tough call and carries a weight of responsibility," says John Barradale. "The thinking here is that if we ignore that, people will retrench back into a `Britain for Britain' and all that. But like a lot of `be brave' feelings, there is actually nothing to fear. You take that big step and it wasn't so bad. And with a lot of tough decisions, the benefits come later. The proposition, by going …