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
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
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