Tiscali, one of the largest European internet service providers,
has appointed OMD Europe to handle its £60 million pan-European
OMD pitched against Carat International to win the business in 13
markets including the UK. Zenith Media was the incumbent. The account
will be co-ordinated from OMD Europe's offices in Milan, headed by
OMD UK will handle media in the UK. Other markets included in the win
are Spain, Germany, France, Denmark, Sweden and South Africa.
Despite the downturn in dotcom business, Tiscali has forged ahead with
expansion plans and acquired 25 ISPs since 1999, rebranding them all
under the Tiscalinet brand. It plans to increase marketing to its
database of seven million customers to cross-sell new internet offers as
well as its Tiscali-branded mobile phone service.
Tiscali axed 1,000 staff in the six months following its purchase of the
French ISP LibertySurf and the Dutch ISP World Online to reduce
operating costs and is seeking to break even by the end of this year. It
made a loss of 63.3 million euros for the second quarter, down from 103
million in the previous period.
Hilary Taylor, the general manager of OMD Europe, said: "This Tiscali
appointment is another great win for the OMD network. We are looking
forward to working with a company as big and innovative as Tiscali."
The win comes just a week after OMD won a major share of the £500
million Peugeot/ Citroen media account. The Tiscali creative account is
shared by Saatchi & Saatchi and BBDO.