NEWS: Silicon Graphics hunts agency for corporate push into Europe

The computer company, Silicon Graphics, is looking for an advertising agency to help launch a multi-million pound corporate campaign this autumn.

The computer company, Silicon Graphics, is looking for an advertising

agency to help launch a multi-million pound corporate campaign this

autumn.



Howard Rittiner, the UK marketing communications manager of the US-owned

group, explained that he was seeing agency credentials with a view to

shortlisting four contenders over the next two to three weeks.



‘We are basically looking at business-to-business companies. We’re

looking at their creative skills and who they have worked for in the

past. My previous experience is that if they don’t understand hi-tech

equipment, then life becomes too difficult,’ Rittiner commented.



Although the group sells computers at a wide price range - from pounds

5,000 to pounds 5 million - it is much better known at the specialised

end of the market. Its technology, for example, is behind Sony

PlayStation computer games, as well as providing state-of-the-art

graphics for the special effects in films such as Jurassic Park and

Jumanji.



Silicon Graphics, which is a sizeable advertiser in the US, has done no

corporate work of note in the UK before. The successful agency will

spearhead a 13-week corporate campaign now planned for the whole of

Europe.



Budgets have yet to be set, but the spend could run as high as pounds 3

million or pounds 4 million if all the available funds are allocated.



Silicon Graphics is growing both globally and in the UK at a rate of

about 30 per cent a year. Rittiner explained that the campaign would be

aimed at top-level management to help maintain this momentum. However,

it has not yet been decided what form this will take.



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