Film: 9637

Places + Locations | 1970 | Sound | Colour

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Synopsis:

How the European Union will assist companies to more easily reach customers 1970's

Opening sequences. Cartoon figures used to represent different interest groups; the consumer, two members of Parliament representing national government, local administrators, employees and trade unions, the banking community and financial analysts all appear. A single message was directed at someone whose knowledge or opinions were affected in some way. It is dangerous to assume that each group lives in self contained compartments. The consumer housewife may be an investor. Your employee a local government official. Opinions are not formed in isolation. Communication between different parts of an organization must be coordinated. Corporate personality is shaped by every aspect of a company. What lies behind the façade? Accumulation of small negative beliefs which can damage the corporate image of a company. Company image must be controlled from the start rather than developing in a haphazard way. Pinball machine. Non specific audiences. Consumers. Political pressure gaps. A contradictory image given out by a company could lead to positive antipathy from the general public. Robert Leith is president of Burton Marsteller, an international public relations company. How should a company avoid a distorted company image ?. Firstly it should look at what image it feels it should have. To do this they must study which image would best fit its objectives. Multiple shot of Financial Times, Herald Tribune, Fortune, The Economist, Newsweek and Time. Old computer keyboard at Reuters news agency.
Reuters company on television monitor. Stock pages from French newspaper. International companies from America and Japan have their public relations or marketing staff in the countries from which they intend to operate. City street, possibly in Germany. Understanding and sensitivity to local and National languages is important. Collage of images from the 1970's. Olivetti typewriters and logo. Details of their 'Save the Planet' campaign, and commitment to 20th century cultural achievements. Good close up of futuristic design for a computer. Interview with Dr. Renzo head of Olivetti design, expanding the socially responsible approach of Olivetti as a company. Olivetti headquarters located between Milan and Turin in Ivrea. Potted history of Olivetti company beginnings from the 1930's. Social involvement of Olivetti is reflected in the architecture of its buildings, in particular flats or apartments built for their employees and children nurseries with views across the Alps. Modern factory near Ivrea where Olivetti build their electronic systems and components. Account of the acceleration of the evolution of data movement from single mechanical office machines to complete electronic systems shown in photographs and diagram form. Interview with designers of electronic machinery. Hans Von Clear designer of Olivetti's corporate image. This is split into three distinct sections, one dealing with identification system including letterheads and packaging. The second groups designs and applies new exhibition structures. Third groups works on office planning, the design of showrooms for branches and head offices in different countries. One person responsible for the coordination of colour schemes, the use of tables, the use of space for workmen in the factory. Different Olivetti typefaces used since 1924 and standardizations. Film continues with interview of Olivetti corporate head. Berkeley Square, London, headquarters of British Olivetti. Interview with David Muronney, head of external relations discussing a meeting in Milan of all the international heads of Olivetti. Concept and form, a major touring exhibition is heavily featured here. Diesel train with Olivetti on side. Olivetti training centre. Garden party. Avant-garde music plays over footage of Olivetti computers and typewriters. Olivetti's patronage of the arts. The work of Olivetti in relation to the publication of art books. Tokyo Olympic games opening ceremonies. Public relations efforts and their success in Japan. Various shots of urban factory interspersed with shots of modern paintings and Olivetti logo and corporate image. Further shots of equipment manufactured in the 1970's and general discussion about the corporate logo. Shots of Ivrea. Map of Europe with discussion about successful strategies of selling goods in Europe.


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