Fleishman-Hillard has landed the account to handle a pan-European
campaign for Sitel, one of the world’s biggest telemarketing firms.
The agency’s UK office won the business, which is believed to carry a
budget of around pounds 225,000 and fees totalling more than pounds
100,000, following a pre-Christmas pitch against GCI and Handel
The business will be led by Fleishman-Hillard’s London office. However
more of the agency’s international branches may become involved later
this year as Sitel steps up its expansion into Europe and Asia.
The signing comes six months after US-based Sitel moved into Europe by
merging with Mitre, the Continent’s largest telemarketing company. Mitre
is also the holding group for Merit Direct and the Decisions Group.
Deborah Saw, Fleishman-Hillard’s corporate and financial director, said
the agency would help to position the Sitel brand in Europe.
She added that the agency would specifically target ’board rooms and
senior marketing directors’ via the City and business media.
A Sitel spokeswoman said that the incumbent agencies for Merit Direct
and Decisions Group - Stephen Palmer and Spec Communications,
respectively - may be retained on a project basis. Mitre did not
formerly use a public relations agency outside the UK.
Sitel employs around 14,000 people in more than 40 call centres in North
America, Europe and Japan. Its customers include Microsoft, Disney, Sony
and British Gas.