Even though we were both born in Paris, we don't feel French. Well ... not only French. We feel European. We are citizens of the United States of Europe. We are part of this union of 27 states. We are French, but we live European. Because building Europe is the project of our generation.

Europe was born with the Treaty of Rome in 1957, and it included six countries (Belgium, France, Italy, Luxembourg, the Netherlands and West Germany). However, we will probably be more than 30 countries next year. Europe is not conservative anymore. It's not the static and old continent it used to be. Europe is in motion. It's changing. It's evolving. It's opening. It's beautiful.

America is great, too. We spent three years there. We love it. It's so stimulating. Three years living and feeling the magnetism of America and Americans, learning their business minds, seeing business trends merging, admiring their reactivity to the market. We love their energy and their youthful spirit.

It's not easy to compare Europe and America. But one thing is for sure. America is much better than Europe at self-promotion. Europe is shy. It needs more confidence, more self-esteem, more pride.

Take the example of the Olympic Games in China, for instance. Europe and America were both very successful and won lots of medals. People know that the USA won 110 medals (including 36 golds). However, do people realize that the USE won 280 medals (including 87 golds)? No one does. It's a question of communication. Europe is too modest, too shy to communicate its results. We always compare the results of the 50 states of America against each single state of Europe. Who heard about the score of Texas, or Colorado?

If we were to look at the two continents like brands, the United States of America would be a brand that perfectly uses the tools of communication and advertising. The United States of Europe would be a brand that still strongly believes that the quality and the strengths of its products are its best communications asset. It's like a brand portfolio. The United States of America communicates like an umbrella brand, whereas the United States of Europe communicate like individual product brands.

Another example linked with our industry is the Cannes ad festival: 89 Lions for the United States of America last year, and 213 Lions for the United States of Europe. Honestly, have you ever read in any of our advertising press that Europe won 213 Lions? We bet the answer is no. But we bet you read that Germany won 54 Lions, the U.K. 49, Spain 25, France 23. Still a question of communication. And the strength of the United States of America is to always speak with a single voice, not 50. That's the beauty of America: It's united. Really united under one name, one project, one flag.



The idea of the United States of Europe scares everyone from the Eastern side of the world to the Western side of the world. Imagine the cultural and business domination of those 27 countries of Europe really unified. Think about them all together under one name, one project, one flag. Imagine if the United States of Europe cumulated their skills and results in all fields? Imagine the strength in any sector, any activity, any industry. Europe would be first in almost every field (sport, business, culture). A French writer from the 19th century once wrote, "One day will come when you France, you Russia, you Italy, you Great Britain, you Germany, all you nations of the continent, without losing your own qualities, you will merge into a superior entity, and you will stand for a European fraternity." His name was Victor Hugo. Now it's happening.

Asia is amazing at the moment. The whole world talks about Asia. But we believe that the future world will come from Europe. We believe that Europe is the real New Continent, where real new ideas will pop up. Ideas designed for the new world we are entering. A new world that will be more responsible, more balanced, more human. Ideas that will reconcile progress and wisdom. And Europe has already proven its leadership in this new world. Europe is ahead on ecology, fair trade, micro credits, education, human rights.

Another big gap is the different genres of writing between the USA and Europe. USA advertising simplified them, and narrowed them down to three different genres: the ad that makes you laugh (the gag), the ad that makes you cry (the emotional one usually celebrating human values linked to the brand), and the ad that convinces you with an argument about money (the most common type). It's a surprisingly poor spectrum, compared to the richness of genres of the American cinema, certainly the best cinema in the world. European advertising explores and plays with a lot more languages and genres (dramatic comedy, surrealism, beauty, cynicism, eroticism, shock, naivete, philosophy...). In some ways, Europe is considered more like a cultural product. It's really both an artistic and commercial act at the same time, especially in London, where there is no cinema industry and all the talent works for advertising.

The key to success in America is to write great new classical ads. The key in Europe is to find great new genres of ads, a brand posture never explored before. This and only this will bring you the respect of your peers in the industry. In the end, both exercises are difficult. It's hard to always be innovative in Europe, but it's hard also to always refresh the classical genres in America. Both tasks require an intense creativity, and a lot of work.

Oh, la, la ... what a lot of work.

--Fred & Farid, aka Fred Raillard and Farid Mokart, have worked at agencies including Bartle Bogle Hegarty in London and Goodby, Silverstein & Partners in San Francisco. They now run their own independent agency, Fred & Farid, in Paris.