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
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
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.