Apple Computer finally named Burson-Marsteller as its corporate PR
adviser in Europe. The agency, which has worked for Apple in the US
since March, will develop media and PR programmes on an ad hoc basis.
The appointment ends a lengthy review process begun early last year by
Apple’s European corporate relations manager Jean-Pierre Le Calvez (PR
Week, 23 February, 1996). Bite, Self Image and Essential Media continue
to work for Apple in the UK, France and Germany respectively.