Optimedia wins Oracle's European media account

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LONDON -- Oracle Corp., the U.S. database and server software giant, has awarded its media buying and planning account for Europe, the Middle East and Africa to Optimedia, which won the U.K. account four months ago. Media buying on the continent has been minimal in the past and was handled on a country-by- country basis. The are no firm estimates for the size of the account yet, but it's thought to be worth more than $15 million.

Optimedia, which has extensive experience with high tech clients, won the account without a pitch. Until 1996, Optimedia handled media buying in Europe for chip maker Intel, while Optimedia parent Publicis handled creative. Both units lost the account when Euro RSCG won Intel's global account after it bought a majority stake in the small American agency Dhalin Smith White, which handles Intel's advertising in the U.S. Since that loss, Optimedia has picked up the Hewlett-Packard and Yahoo! internet search engine accounts.

Optimedia Chairman Simon Lloyd says that Oracle will soon mount a major advertising campaign in Europe that will "talk directly to consumers." Oracle's current European advertising focuses on business and computer titles.

Copyright January 1998, Crain Communications Inc.

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