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