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
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
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.’