Eurocom company is about to transfer its advertising account to Shalmor-Avnon-Amichay and to Motti Morel. The $2 million account will be shared by the two firms until next February. The account has hitherto been handled by Weinberg-Karasso-Shamir.
Zeev Rubinstein, marketing manager of Eurocom Marketing, confirmed the report, stating that management had considered a number of advertising agencies, including Reuveni-Pridan, IMC, Shalmor-Avnon-Amichay and Morel.
According to Rubinstein, after working with Weinberg-Karasso-Shamir for three years, a change was needed. "One should switch advertising agencies every three years, because, at some stage, creativity dries up".
Motti Weinberg, general manager of Weinberg-Karasso-Shamir, said he knew nothing of any budget transfer.
One of the reasons for dividing its budget between two agencies, is that Eurocom wishes to have Panasonic brands handled separately from Olivetti brands, just as they belong to different departments in the marketing company. Accordingly, Shalmor-Avnon-Amichay will get 60% of the budget, including Panasonic and Acer computers, while Motti Morel, who handled Olivetti, Daewoo Communications and the activity of "Direct Sale", the new department due to be formed in Eurocom’s marketing division, will get 40%.