NEWS: Olivetti hands pc work to ‘virtual’ partnership

The SMI Group, HHCL Brasserie and World Writers have together fought off a host of traditional agency networks to land the pounds 20 million pan- European account for Olivetti Personal Computers.

The SMI Group, HHCL Brasserie and World Writers have together fought off

a host of traditional agency networks to land the pounds 20 million pan-

European account for Olivetti Personal Computers.



SMI and World Writers, which together led the pitch, have created a

virtual network on the Internet to handle the account.



Creative work will be originated simultaneously in various languages by

SMI, the specialist hi-tech agency, and World Writers, the international

copywriting shop, both based in London. It will then be approved by

Olivetti’s head office in Italy via SMI’s World Wide Website.



The majority of the work will be in national and business press titles,

but there will also be some TV work in the pre-Christmas period. All TV

advertising will go through HHCL Brasserie, the project-only broadcast

specialist owned by Howell Henry Chaldecott Lury.



Olivetti is the first account for which the Brasserie has pitched in

conjunction with other agencies since its launch last year.



The client is expected to double last year’s overall spend, when it put

pounds 2 million into UK advertising.



Alex Letts, the chairman of SMI, which employs a number of multi-lingual

account heads, commented: ‘For every country manager it is like having

their own agency with an account manager and a copywriter who speaks the

local language.’



The UK partners pitched last month against the incumbent, Barbella

Gagliardi Saffirio, which is being sold by Euro RSCG to DMB&B, and

Pirella Gottsche Lowe. Leo Burnett also pitched, but the final battle

was between SMI, Ammirati Puris Lintas (Paris) and Foote Cone Belding

(Milan).



Robert Scott-Moncrief, the marketing communications director at Olivetti

Personal Computers, said: ‘It is a challenge for all of us to make the

virtual network work. We are using electronic media to its ultimate

current potential.’



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).