Brunswick enlisted by Telecom Italia to fend off Olivetti bid

Telecom Italia this week appointed Brunswick to handle its financial PR as it prepares to fight off a pounds 35 billion hostile takeover from smaller telecoms company, Olivetti.

Telecom Italia this week appointed Brunswick to handle its

financial PR as it prepares to fight off a pounds 35 billion hostile

takeover from smaller telecoms company, Olivetti.



Brunswick will advise the former state-owned company on its investor and

media relations in the UK, the US and key European markets. Telecom

Italia’s chief executive, Franco Bernabe, began a roadshow tour of the

UK and the US this week.



The agency won the account after a lengthy competition and is the last

in a raft of PR agencies to be appointed on both sides of the battle for

Telecom.



The company appointed Italian financial PR specialist agency Massmedia

Partners to work on its Italian PR at the beginning of this month.



At the same time, Olivetti completed its PR line-up with the appointment

of Italian agency Barabino and Partners to work alongside the firm’s

existing UK advisers, the Maitland Consultancy and Citigate Dewe

Rogerson.



Olivetti announced the intention to make an audacious bid for the larger

firm in February. It is bound by Italian stock market regulations to

formally bid for the company by next month.



A spokesperson for Telecom Italia said: ’We are gearing up for the

contest. The real thing will begin in April.’



Telecom and Olivetti respectively own Italy’s largest and second largest

mobile phone operators.



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