Barabino and Partners has won the estimated #300,000 fee account to
promote the privatisation of Italy’s state run motorway system.
Appointed last week, Barabino and Partners beat off competition from
Burson-Marsteller, Hill and Knowlton and Dewe Rogerson to handle
communications for the planned sell-off of Autostrade in June.
The company, which is likely to be capitalised at around #1.5 billion,
manages 53 per cent of Italy’s motorway network, including the famous
Milan-Naples Autostrada del Sole. The remainder is controlled by private
enterprises such as Fiat.
Barabino and Partners has been hired as a ’global communications
consultant’ with a dual brief: to recruit an advertising agency to work
on the domestic offering and to manage local and international public
relations. Working closely with Autostrade’s financial advisers IMI and
Schroders, Barabino will handle media relations and roadshows and assist
with investor relations projects.
Barabino and Partners does not run an international network, although
managing director Frederico Steiner said the agency would be free to
work with its partners in the Entente group or with other local country
He did not rule out the possibility of working with pitch rival Dewe
The two firms previously co-operated on the privatisation of
telecommunications firm STET.
’It’s still too early to say because we do not know which kind of
programme Autostrade will carry abroad,’ said Steiner. ’Once we know we