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This paper analyses the strategic considerations that define the perceived need for transatlantic renewal, and examines the geo-economic impact of the Transatlantic Trade and Investment Partnership (TTIP) on both emerging powers and poorer countries. It argues that TTIP has the potential to be a catalyst for trade liberalisation at the global level, as long as the US and the EU are proactive about making the ‘open architecture’ of TTIP a reality.