SMI adds pounds 8m media in Olivetti restructure

Olivetti has switched the majority of its pounds 8 million pan-European media spend out of CIA Medianetwork and into the SMI Group as the personal computers company seeks to reposition itself after coming under new ownership.

Olivetti has switched the majority of its pounds 8 million

pan-European media spend out of CIA Medianetwork and into the SMI Group

as the personal computers company seeks to reposition itself after

coming under new ownership.



The advertising shake-up follows Olivetti’s acquisition earlier this

year by Piedmont after a number of financial problems. All agency

relationships were reviewed immediately after the sale.



SMI was asked to repitch alongside Rapp Collins Worldwide and NW

Ayer.



SMI, a specialist hi-tech agency, retained its hold on the creative

account while picking up a significant slug of the media business.



CIA has retained all consumer media buying, but this is expected to be

restricted to Italy as Olivetti concentrates on business-to-business and

below-the-line communications. CIA decided not to pitch for the

business-to-business account.



At the same time, Rapp Collins secured a direct marketing remit for

Olivetti, though details of its brief have not yet been released.



CIA won the Olivetti media account across Europe in 1995, with SMI

picking up the creative business a year ago.



SMI’s chairman, Alex Letts, said: ’Once again, we have outclassed the

traditional networked agency model.’