November 15, 2009 at 10:19 am Leave a comment

How this came to be is clear if you read this:Kosovo

Ready for New Kosovo? In Prime Minister’s words:

Today we are presenting, on the most watched television networks, the new image of Kosovo, the image of the State of Kosovo, the image of independent, sovereign, democratic and multi-ethnic Kosovo, the image of Kosovo with a European perspective.

Get yourself a T-shirt or a screensaver at kosovo-young.com.

There is not a little bit of irony in the fact that the Israeli division of Saatchi & Saatchi won the contract of $7.3 million to do the re-branding exercise for Europe’s newest Muslim-majority country. Kosovo’s Ministry of Finance says the company’s Israel-based unit will also be the one running the media campaign, with a heavy social media budget.

Saatchi & Saatchi is owned by the Paris-based communications company Publicis Groupe. In this spirit of our favorite buzz word, transparency, here is the actual behind the scenes:

When Saatchi & Saatchi does it, Financial Times notices.

Entry filed under: collective branding.


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