U.K. Plans ‘Shock and Awe’ Info Campaign to Ready for Brexit
- Information drive scheduled for July, increasing in autumn
- Britain sees advertising effort as most important this year
Photographer: Luke MacGregor/Bloomberg
This article is for subscribers only.
The U.K. is planning a “shock and awe” information campaign to prepare companies for Brexit, bidding to reduce economic disruption when Britain completes its split from the European Union at year-end.
From July, the British government intends a burst of activity explaining the consequences and opportunities of Brexit, according to a Cabinet Office document. Then, from September to October, it will move to a “shock and awe” phase, focusing on the consequences of not taking preparatory actions, according to the document.