Jeffrey Birnbaum Visits Gold Mercury In London

American journalist and television commentator Jeffrey Birnbaum met with Nicolas De Santis, Gold Mercury President in our offices in London to discuss global governance issues relating to the future of the EU and of the US.

Mr. Birnbaum is now the President of BGR Public Relations, a strategic communications, media relations and issue advocacy firm based in Washington. He leads a team that gives strategic advice to coalitions, companies and governments about handling the media and public policy development.

Mr. Birnbaum previously worked for the Washington Post and Washington Times. He also regularly appears as a political analyst for the Fox News Channel and long appeared as a regular panelist on Washington Week. Mr Birnbaum worked for The Wall Street Journal, working 16 years in variety of positions, and leaving the Journal as White House correspondent. He then spent seven years as the chief of Fortune magazine’s Washington bureau and two years, beginning in 1995, as a senior political correspondent for Fortune’s sister publication, Time. Birnbaum then worked as a columnist and feature writer at The Washington Post from 2004 to 2008. Birnbaum then joined the Washington Times as Managing Editor of Digital in 2008.

Mr Birnbaum is the author of four books. His latest, The Money Men, examines campaign fund-raising and was published in 2000. His first book, Showdown at Gucci Gulch, was written with Alan Murray in 1987. This classic chronicle of the Tax Reform Act of 1986 won the American Political Science Association’s coveted Carey McWilliams Award in 1988. In 1992, Birnbaum’s second book, The Lobbyists, was a Washington Post best seller. Madhouse, Birnbaum’s third book, about President Clinton’s White House, was published in 1996.

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Nicolas De Santis To Speak About English As European Language At Edukwest Multilingualism Event

Nicolas De Santis, President and Secretary General of Gold Mercury International, will deliver a keynote on the English language and its role in the European Union at the upcming EDUKWEST event on Multilingualism in Europe.

You can learn more about the EDUKWEST event here.

The multilingualism event will take place on the 17th September, 2014, at the Glasshouse Building – 2 Trematon Walk (Off Wharfdale Road) – Regent’s Quarter – N1 9SR London – United Kingdom.

The BRAND EU Centre have launched a publication outlining how English is already the de facto language of Europe, and puts forth the position that we should embrace English as an unofficial language of Europe; as it has the power to unite us all in our diversity. This would not be at the detriment of existing European languages and would not serve to override them, but instead compliment them and give us a common European ground – especially when Europeans are already exceptionally multilingual and mobile. You can read the BRAND EU paper here.

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Brand EU Centre Featured on RT (Russian Television)

As part of the continued global media coverage into the launch and programmes of the BRAND EU Centre, RT (Russian Television) visited Gold Mercury International's London Headquarters to find out more about the BRAND EU Centre and its activities.

The interview looks into the reasons for the BRAND EU Centre’s creation, and offers a behind-the-scenes glimpse into BRAND EU’s work at its London Headquarters.

“The EU is currently distant and boring; our role is to make it interesting, relevant. So if we can make you smile about it, and we can turn the European Union into something cool that you can actually talk about at a dinner without putting people to sleep, then we’ve done our job.”

Nicolas De Santis, President of Gold Mercury International, interviewed by Polly Boiko for RT (Russian Television).
At the BRAND EU Centre, we believe in building a strong brand for the European Union; an identity which its citizens can be proud of, fully understand, and support moving forwards. Our work focuses on keeping Europe together and building the Union with the participation of European citizens. To do this and defend the EU from Eurosceptic EU myth making, we need to create a clear vision of Europe and a strong EU brand to support it.

The interview also touched briefly on the poster advertising campaigns which have been recently launched, with the aim of creating a completely new approach to talking about the EU and foster a new common European identity.

To further the BRAND EU centre’s goal of making the EU fun and engaging for citizens, the centre has launched the first set of posters in its series of campaigns about the EU – starting by looking at the World Cup. The advertising posters aim to combine humour with serious, emotional messages to elicit a response from the reader and get people thinking about Europe in a new way.

As of today there are still 4 European Union teams contending for the world cup! France, Germany, Belgium and the Netherlands…good luck EU!

“At Brand EU HQ, tongue-in-cheek posters talking about EU teams in the World Cup are interspersed with more serious messages about the inception of the European Union and the fall of the Berlin Wall.”

RT Correspondent Polly Boiko talking about Brand EU’s poster campaigns in the interview.

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Brand EU Centre Featured in El Pais Newspaper – June 2014

Gold Mercury's newly launched BRAND EU Centre was recently featured in El Pais newspaper, in an article by Walter Oppenheimer.

You can read the El Pais Newspaper article here.

Nicolas De Santis, the President of Gold Mercury International, talked in the paper a little bit about the BRAND EU’s goals and the path being taken to fight back the rising tide of Euroscepticism – particularly in regards to the centre’s recent efforts at mythbusting and fact sharing. One of the centre’s core principles is looking at how the rebranding is not a quick job – the European Presidency has a new logo every six months, and changing the hearts and minds of citizens is not so simple as a quick logo change. The Centre first aims to combat the Eurosceptic myths and distortions about the EU, then clarify and develop the current and future situation of the European identity, and then finally, develop powerful emotional messages that can reach the citizens.

He also discussed the way in which Eurosceptics have played up to citizens’ grievances in a similar way to national politicians; by blaming national problems on Europe while simultaneously claiming its successes as their own. The BRAND EU Centre aims to reshape this wholly negative discourse (even those who defend Europe do so through the lens of avoiding disaster rather than looking at the many positives), and turn around the sense of European negativity.

Image Credit: Image by Javier Micora on Flickr. Some rights reserved

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Melissa Lane, Professor Of Politics At Princeton University Visits Gold Mercury

Melissa Lane, Professor of Politics at Princeton University and Director of the Program in Values and Public Life based in the University Center for Human Values visited Gold Mercury to meet Nicolas De Santis, Gold Mercury President.


“Prof Lane has developed an incredible body of work connecting ancient Greek political thought with our modern times and critical issues, including sustainability. This provides great clarity and a solid base to structure new thinking in our complex world,”

said Nicolas de Santis, Gold Mercury President.

Her work is in political theory, with her principal expertise being ancient Greek political thought and its modern reception. She also works on a broad range of topics in the history of political thought and in normative theory and public ethics. She is a 2012 Fellow of the John Simon Guggenheim Memorial Foundation and in 2012-13 is on leave from Princeton as a Fellow of the Center for Advanced Study in the Behavioral Sciences at Stanford University.

Professor Lane’s books include Eco-Republic; Plato’s Progeny: How Plato and Socrates still captivate the modern mind; Method and Politics in Plato’s Statesman; and a new ‘Introduction’ to the Penguin Classics volume of Plato’s Republic (2007 edition). She has edited, with Martin A. Ruehl, A Poet’s Reich: Politics and Culture in the George Circle (Camden House), in which her own contribution builds on archival work on the Circle’s reading of Plato, and is currently editing, with Verity Harte, Politeia in Greek and Roman Philosophy for Cambridge University Press. She is a contributor to both The Cambridge History of Greek and Roman Political Thought (of which she was also an Associate Editor) and The Cambridge History of Twentieth Century Political Thought. Her article on ‘ancient political philosophy’ was published in the Stanford Encyclopedia of Philosophy in 2010. Current projects include the rule of knowledge in Platonic thought and the figure of the legislator in the history of political thought.

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  • Gold Mercury Chairman Attends Euroamerica Foundation Anniversary
  • Gold Mercury Chairman Attends Euroamerica Foundation Anniversary

Gold Mercury Chairman Attends Euroamerica Foundation Anniversary

Gold Mercury Chairman, Eduardo De Santis, attended the XV anniversary celebrations of the EuroAmerica Foundation.

The Event was presided by H.R.H Prince Felipe of Asturias, and future King Felipe VI of Spain. Prince Felipe stressed the point that Spain is a European nation with a great Latin-American identity and a universal outlook. H.R.H Prince Felipe also thanked the foundation for the work developed in the last fifteen years to develop stronger ties between Spain, Europe and Latin America in the areas of business, politics and education.

The ceremony was attended also by numerous political and business figures including José Manuel García-Margallo, Spanish foreign minister, Benita Ferrero-Waldner, President of the EuroAmerica Foundation and César Alierta, President of Telefónica.

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Gold Mercury President Attends House Of Lords Event On Obesity Epidemic And Diabetes

Gold Mercury President, Nicolas De Santis, attended the Windreff event on "Preventing diabetes and obesity: the role of sport, diet and exercise," hosted at the house of Lords by Baroness Howells of St Davids, OBE.

The event focused on the critical rise of diabetes and obesity in the world.

Baroness Howells is the President of the Windward Islands research and Education Foundation. Professor Gareth Williams, Emeritus professor of Medicine at the University of Bristol and expert on diabetes and obesity, spoke on the challenges of diabetes on a global scale. Professor Harry Rutter of the London School of Tropical Medicine and scientific advisor to Public Health England, spoke about how to combat obesity. Charles Modica, Chancellor of St George University of Grenada, was also present at the Windreff event.

No country on earth has reduced obesity rates in more than three decades

Almost 30 percent of the earth’s population is obese or overweight, a new study Published in The Lancet on May 29, “Global, regional, and national prevalence of overweight and obesity in children and adults during 1980–2013: a systematic analysis for the Global Burden of Disease Study 2013,” was conducted by an international consortium of researchers led by the Institute for Health Metrics and Evaluation (IHME) at the University of Washington. Overweight is defined as having a Body Mass Index (BMI), or weight-to-height ratio, greater than or equal to 25 and lower than 30, while obesity is defined as having a BMI equal to or greater than 30, estimating that this affects about 2.1 billion people.

Obesity rates have increased in countries all over the world, but it’s not an evenly distributed health problem, the Institute for Health Metrics and Evaluation reported on Wednesday.

In the developed world, adult men have higher rates of obesity (defined as having a Body Mass Index of 30 or more) than adult women. In the developing world, the opposite is true.

The prevalence of overweight and obese children and adolescents worldwide has increased by nearly 50 percent since 1980, the study says, and no country on Earth has successfully reduced obesity rates in the last 33 years.

Childhood obesity rates are notably higher in the Middle East and North Africa, particularly among girls.

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  • Gold Mercury President Attends Chelsea FC Player Of The Year Awards 2014
  • Gold Mercury President Attends Chelsea FC Player Of The Year Awards 2014
  • Gold Mercury President Attends Chelsea FC Player Of The Year Awards 2014

Gold Mercury President Attends Chelsea FC Player Of The Year Awards 2014

Nicolas De Santis, President of Gold Mercury International and advisor to Chelsea FC, attended the Player of the Year awards ceremony, which took place in the Great Hall at Stamford Bridge and was hosted by Chelsea TV's Gigi Salmon and Trevor Nelson from BBC Radio 1.

Eden Hazard was crowned the Chelsea Player of the Year for 2013/14. The Belgian received the award from Jose Mourinho to cap a memorable second season with the Blues. The Belgian international has impressed with 17 goals and 10 assists in all competitions for the Blues, helping them contend for the Premier League title and progress through to the semi-finals of the Champions League. Former Chelsea defender Paulo Ferreira also collected the Special Recognition award for his service at the club; he appeared 217 times between 2004 and 2013.

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Brand EU Centre Launch Attracts World Media Attention: CNN, CNBC, Al Jazeera and RT Coverage

Gold Mercury have recently launched the BRAND EU™ Centre: a pro-EU, independent initiative designed to reposition the European Union’s poorly communicated “brand image” and clarify its future vision. It will also deliver critical analysis and insights on the current state of the EU’s identity, and provide solutions for increased citizen involvement and improved EU governance.

The launch of the European Union Brand Centre is already attracting world media attention. As part of the media campaign leading up the full launch of the center, Gold Mercury President and Brand EU Centre Founder Nicolas De Santis has been appearing on live television interviews to discuss the European Union’s branding problem, and why it so desperately needs a dedicated centre to manage its brand.

De Santis was interviewed by Richard Quest of CNN on “Quest Means Business,” concerning the current identity and branding crisis which the European Union is suffering. During the interview, they discussed the “shambolic” situation with regards to how the EU connects with its citizens, and how the EU has safeguarded peace in Europe for 50 years now.

De Santis was also interviewed by leading anchors Ross Westgate and Louisa Bojesen on CNBC. During the interview, De Santis talked about the branding problem of Europe and why focussing on helping citizens connect with the European brand is so important for the future of the EU and of European peace and stability. Over the course of the discussion it was noted how the typical discourse surrounding the EU tends to focus on the negatives (and/or how the negatives are avoided and mitigated by the EU in the pro-European forum), rather than the actual positives the EU brings to its citizens, such as its current moves to abolish roaming charges across the EU.

To learn more about the media interviews, watch the CNN and CNBC Videos above. To learn more about the Brand EU Center, please visit the following link.

Gold Mercury’s President also spoke on Al Jazeera and RT. On Al Jazeera he talked about the outcome of the European elections and how it is a reflection on the recent Eurosceptic discourse, and the growing need to solidify a strong brand and identity to help keep Europe together.

RT (Russian Television) conducted an interview at Gold Mercury and BRAND EU Headquarters in Mayfair London, where Polly Boiko, RT Correspondent, looked into BRAND EU’s recent poster campaigns, and their potential impact on driving home both humorous and serious/emotional messages about the EU to citizens.

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Gold Mercury Launches The Brand EU Center™ To Reposition The Brand Of The European Union And Clarify Its Future Vision

Poor management of the EU brand and its communications identified by Gold Mercury International as a major weakness, creating Eurosceptic and populist attacks, secessionist movements, and harming citizen involvement and progress of the Union as a whole.

London 13th May 2014

London based Gold Mercury International, the Corporate Vision® Strategy Think Tank, has launched the BRAND EU™ Centre, a pro-EU, independent initiative designed to reposition the European Union’s poorly communicated “brand image” and clarify its future vision. It will also deliver critical analysis and insights on the current state of the EU’s identity, and provide solutions for increased citizen involvement and improved EU governance.

The EU and its institutions are too complex, and EU symbols have failed to connect with the citizens

Gold Mercury’s analysis of the EU brand and institutional framework concludes that the many EU institutions (how the EU works) are too difficult for the public to understand. Also the symbols such as the European Flag, the Euro currency, Europe’s national day (9th of May) and Europe’s anthem (Beethoven’s 9th Symphony) have failed in connecting with the citizens and convey little emotion or clarity about where the European Project is going. Instead these symbols currently represent a distant and complex institutional structure, and the bureaucratic nature of the project. They fail to convey all the benefits of the EU in citizens’ everyday lives.

The EU has maintained peace in Europe for more than 50 years. More recent and practical examples of benefits include: ensuring food safety (like in the horse meat scandal, requesting more traceability in the food chain), making markets competitive (like in reducing mobile phone charges). The lack of an effective EU brand strategy provides a great vacuum that is currently being filled by Eurosceptic and populist, rhetoric based mostly on EU myths and scare tactics.

Potential UK-EU referendum and Secessionist movements across Europe

With the upcoming Scottish Referendum potentially breaking the UK federation, the potential secession of Catalonia from Spain, the requests for other regions to secede from their own countries and the potential UK exit from the EU based on a future referendum, it is clear that a strong and more united European Union is critical to maintain stability in Europe. No country would benefit from the disintegration of Europe; going back to a pre-World War II scenario, and repeating the horrors and chaos of the past.

Clarifying the future vision and BRAND OF THE EU

The mission of the ‘BRAND EU – European Union Brand Centre’ at Gold Mercury International is to assist in the creation of a powerful EU BRAND identity, and clear vision that connects with citizens and the rest of the world. Via its research and various programmes, Gold Mercury aims to clarify what the EU really is (a bastion of stability), shed light on its critical role in the world, and stimulate unbiased discussions concerning where the EU needs to go and what it must evolve into (vision).

Gold Mercury believes that it is now critical for citizens to get involved in this stage of the EU project before they become too disenfranchised. To achieve this, the BRAND EU Centre will help re-position the EU BRAND, and show its key benefits and its weaknesses; while proposing ways forward and recognising the need for a brand reinvention and clarity of vision. Ultimately the centre will propose constructive EU reforms and more efficient EU governance. The BRAND EU Centre draws on Gold Mercury International’s extensive, 50+ years’ worth of experience in building global and institutional brands, and our expertise in global governance, strategic visioning & scenario planning and territorial strategies. Gold Mercury’s team expertise includes brands such as Coca Cola, Iberdrola/Scottish Power, opodo, Prisa (the Spanish Media Conglomerate), Google, Garanti bank, Government of South Africa, the European Parliament and the European Movement.

“Gold Mercury has identified the lack of a clear EU Brand identity as a key obstacle to achieving the full support of its citizens and to the development of Europe as a whole. One of the key branding problems for citizens, which hinders their ability to understand the European Union and participate actively, is the complexity of the current political structure of the EU. It is a hybrid between a federal system and an international organisation. It can be only understood by academics or experts. It is critical that we make it simpler to understand and create a glue; an ‘esprit de corps’ that binds people closer together.”

says Nicolas De Santis, President of Gold Mercury International, and global branding expert.

Giving the EU a right to a fair trial. Eurosceptic and populist attacks on EU mostly based on myths, media bias and misinformation to the public.

The research carried out by Gold Mercury, on the Eurosceptic discourse which generates a negative climate of opinion about the EU, finds that it is based mostly on myths and misinformation that can be easily challenged by using real facts. If we analyse a popular Eurosceptic myth, like: “The EU is costly and inefficient”, the reality is that there are fewer than 27,000 full-blown Eurocrats to serve an EU population of more than half a billion people. By contrast, Britain has just under half a million civil servants, 158 times as many as the EU Commission, on a per capita basis. By clarifying the real EU situation, inspiring discussion, and filling the proverbial information vacuum, Gold Mercury aims to shed light on European Union affairs and allow people to reach their own independent judgement of the EU, with all the facts and material presented clearly.

“We Europeans are striving to overcome the ongoing crisis and strengthen our common project. Most of us think that we must go on, by carefully weaving together the fabric of a more United Europe, while others think they are trapped in a spider web. Former President Lula has rightly reminded us that we Europeans do not have the right to cancel a project that belongs to the whole Humanity.”

Enrique Baron Crespo, Former President of the European Parliament.

BRAND EU Centre Leadership

The BRAND EU Centre is led by Nicolas De Santis, President of Gold Mercury International; and Enrique Baron Crespo, former President of the European Parliament. Nicolas De Santis is an expert in global branding and European Union identity issues, and has advised the European Parliament, the European Commission on EU Brand issues and the launch of the EURO. Enrique Baron Crespo is a leading figure in the construction of Europe, and the President of the European Parliament (1989–1992), Chairman of the European Parliament Committee on Foreign Affairs (1992–1995), Chairman of the International Trade Committee of the European Parliament, and was the International President of the European Movement. Leading global business figures are joining the initiative, including U.S. business leader Todd Ruppert, Founder & CEO of RTR International and former President & CEO at T. Rowe Price Global Investment Services.

Promoting the core values of the European Union – The EU is a global public good and a great example of international governance and cooperation.

The European Union is the great demonstration that cooperative forms of global governance work. It has united Europe in peace for more than 50 years. Despite being the best example of international cooperation and peace in the world, the “brand,” and communications of the EU have not been well managed, understood or communicated to the people. This has created a prevailing atmosphere of disenfranchisement, and opposition to what is undoubtedly an incredible global public good of peace and great stability in the world; given today’s increasingly volatile world. This needs to be protected and nurtured.

The BRAND EU Centre aims to guarantee that the people of Europe, and beyond, understand the EU, and the universal values which its member states have chosen to represent and defend. Values like liberty, democracy, solidarity, human rights and the rule of law. The EU’s values are universal and global. The BRAND EU is therefore a global brand and a guarantor of these values, and the BRAND EU Centre aims to promote and strengthen this brand.

BRAND EU Centre – Target Areas and Programmes

In order to progress forward with the European project, the BRAND EU Center will develop BRAND EU campaigns, conduct independent research, issue publications and organise events and webinars, which facilitate dialogue around the research topics of the centre between European, national and international authorities, civil society members, corporations and European citizens in different countries. We believe that it is critical for business leaders, public officials, and most importantly – the everyday citizen, to truly understand what the EU really is, how it works, and its vision for the future, as well as to establish a brand identity which all of its citizens can relate to.

The role of the BRAND EU™ Centre involves the following areas:

  1. Clarifying the current state of European Union brand identity and the role of the EU at all levels: local, regional, national, and international.
  2. Assisting in the strategic positioning and promotion of the BRAND EU as a leading global brand of unity, both within Europe, and the world.
  3. Facilitating independent discussion and debate about European Issues on a level and informed playing field through programmes, campaigns and events. For everyone – not just academics and experts.
  4. Clarifying how the EU works through research programs and publications, to improve European communications and understanding. Some current BRAND EU™ research areas include:
  • Re-positioning of BRAND EU and its vision for the future
  • Demystifying the EU Myths – Speak Truths about the EU
  • Building a Collective EU Brand Identity
  • The Current State of European Union’s Governance & the Potential for Greater Political Integration
  • Comparing the EU and US Federal Systems
  • Clarifying UK and Pan-European Opinion Polls on the EU

5. Monitoring the EU Brand and reporting on its progress.

“A United Europe is important for the world. The recent EU-US Summit in Brussels has shown that the European Union as a whole is a key ally and strong partner of the United States, sharing core values of democracy, individual freedom, the rule of law, human rights and a commitment to open societies and economies.  The US and the EU work together in solving global challenges including reinforcing economic growth and job creation. The Summit reaffirmed the ambitious Transatlantic Trade and Investment Partnership (TTIP) that will reinforce an economic partnership that already accounts for nearly half of global output and supports nearly a trillion Euros in bilateral trade and 13 million jobs on both sides of the Atlantic.”

Todd Ruppert, Founder & CEO of RTR International and former President & CEO at T. Rowe Price Global Investment Services.

The European Union is the legacy and resolution of centuries of war and devastating conflict in Europe; culminating in World Wars 1 and 2. The EU recently won the 2012 Nobel Peace Prize for advancing peace, democracy and human rights in modern times. We believe that if we are able to clearly communicate what the EU really is and what it stands for in the world, all Europeans (and non-Europeans) will increase their support and involvement in the European project so important for world stability.

For further information or to arrange media interviews contact:
Chon Kemp – Corporate Affairs:
Phone: From UK 02071933708. From abroad: +442071933708


Gold Mercury – The Corporate Vision® Strategy Think Tank. Gold Mercury works with organisations and leaders to navigate global complexity and develop the strategic visioning and innovation required to build the sustainable business models, cultures and brands for the future. Since its founding in 1961, Gold Mercury has been a pioneer in advancing global governance and international and economic cooperation in different spheres. GLOGO®, our Global Governance Monitoring and Rating System is a unique framework to organise world complexity and report on the impact of major decisions and events on the future of our world. Our historic GOLD MERCURY AWARDS® for Global Governance exemplify visionary leadership and sustainable decision-making. Our laureates include the most visionary individuals and organisations in the world. Our Visionary Leadership Academy offers executive programmes and Master classes to develop the new leadership and strategic skills required to lead in the 21st Century.


The mission of the BRAND EU – European Union Brand Centre is to assist in the creation of a powerful EU BRAND identity that connects with citizens and the rest of the world. Via our various programmes, we aim to clarify what the EU really is, its global role and where it is going (vision). It is critical for citizens to get involved in the EU project. To achieve this, we must reposition the BRAND EU and show its key benefits, while proposing ways forward; recognising the need for constructive EU reforms.

Founding Partner

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