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02/24/2011 - 01:08 PM

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STIPEL, run at the time by Gian Giacomo Ponti, was Italy's first telephone concession company to launch a full programme of external communications, soon after its foundation in the mid-1920s.

Journalist and writer Andrea Viglongo was in charge of the groundbreaking Customer-Propaganda-Development Office. The Office drew inspiration from advertising in America and elsewhere in Europe, where major industry companies had already developed advanced forms of communication to consumers.

Since then, advertising for the communications industry has taken on many forms, and seen many highs and lows.

Major investments and upgrades to the network in the 1950s and 1960s provided material for a number of advertising campaigns run by SIP, Italy's sole telephone company, peaking in the 1970s with the nationwide launch of direct dialing.

SIP advertising in the 1980s focused on raising awareness about new services and products such as the fax, answering machines, beepers, data services, videoconferencing, videotel and others.

Advertising took on a key role for company strategy in the 1990s, after Italy's telecommunications market was thrown open to competition between different firms.



The images contained in this photogallery are the property of Telecom Italia. Please contact the Telecom Italia Historical Archive calling the number + 39 0115729401 to be allowed to use these images.