Attending seminars and conferences on 'European' advertising and brands, Levi's is often quoted as an example of how pan-European marketing campaigns can work across Europe. The objective of this paper is to provide a brief insight into the way in which, from a practical point of view, this has become possible, and the valuable role that consumer research has played in this process. In particular, we will talk about the potential pitfalls faced when trying to develop more 'leading edge' advertising. We will highlight some of the issues, often political, encountered in European marketing organisations. Finally, we will demonstrate how a move to a Qualitative Tracking Model can help resolve some of these issues, and in turn enable a more integrated marketing approach to be undertaken at a pan-European level without sacrificing local autonomy.