NEWS: Apple’s European PR comes to the crunch

Apple Computer, the beleaguered US computer maker, is to review the whole of its Europcan public relations.

Apple Computer, the beleaguered US computer maker, is to review the

whole of its Europcan public relations.

The company which virtually launched the personal computer revolution in

the early 1980s, has faced a string of woes since it revealed losses of

dollars 69 million (pounds 45 million) for the last quarter and

announced plans to axe 1,300 jobs in December.

Merger talks with Sun Microsystems collapsed at the end of January,

while president and chief executive Michael Spindler was replaced by

Gilbert Amelio earlier this month - shortly after taking out full page

newspaper advertisements announcing Apple’s imminent revival.

European corporate relations manager Jean-Pierre Le Calvez confirmed

that Apple was reviewing its PR strategy and examining the possibility

of replacing incumbent agen cies with a single pan-Euro pean adviser.

He revealed that four or five consultancies had so far beer identified

as possible candi dates, but added that the com pany might also consider

using a network or reorganising the work of existing agencies.

‘It’s a reflection process right now,’ said Le Calvez. ‘We have looked

around at agencies but no decision has been taken and we have not met

any of them yet. We are in the very early stages of the review.’ He

added that a decision on what approach to takewould be made-by the end

of March.

Apple retains three agencies in Europe for corporate and product PR:

Bite in the UK: Essential Media in Germany; and Self Image in France.

Apple Europe, the company s corporate umbrella based in Paris, also uses

French firms Gecko and MDP for press relations and financial work. Worth

pounds 250,000 in annual fees. Apple is Bite’s biggest account. Managing

director Matthew Ravden expressed surprise at the review hut was

confident that Apple would remain a Bite client.

Losing it would clearly be a blow, but we have no reason to understand

that will happen’ he said. ‘I don’t feel threatened at the moment and I

think we are in a very strong position.’

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