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Apple picks Carat for media

[paris] Apple Computer Europe has named Carat to its $15 million-to-$20 million pan-European media account to bring a "fresh perspective" that will fit with the company's new advertising strategy, replacing Optimum Media Direction, the European media arm of Omnicom Group. The change is part of an overall shake-up of Apple's ad strategy in Europe, which saw the recent award of its creative account to TBWA International. The new campaign, "Think Different," marks a shift in Apple advertising from product-led to image-led.

IBM tries again at Sydney Olympics

[sydney] The Sydney 2000 Olympics Organizing Committee has given IBM Corp. a second chance, following the failure of computer systems at the Atlanta Olympic Games. Sydney is awarding the company a contract worth about $75 million to supply heavily modified computer systems.

McDonald's challenges Swedish pols

[stockholm] McDonald's Corp. has invited Swedish Prime Minister Goran Persson, parliament members and local officials to work behind the counters of the company's 100 outlets in Sweden for one day. The initiative was taken to counter the perception that the service industry does not provide "real jobs." The invitation, penned by McDonald's Sweden President Mats Lederhausen, said, "It would be educational for politicians to get out of their suits for one day, don our uniforms and serve Big Macs, milk shakes and fries." According to Mr. Lederhausen, the exercise is designed to make the "political class" more aware of the McDonald's culture. "We create 1,000 jobs a year in Sweden. However, politicians have this strange relationship with the service industry and see us as not providing real employment." By putting the premier and legislators behind the counter, the fast-food company hopes to gain an understanding from power brokers of the problems service companies face. The response to the mass-invitation, he says, has been "positive."

DMB&B finds new Australia partner

[sydney] International ad network D'Arcy Masius Benton & Bowles has been forced to find a new ally in Australia. The move comes after David Morris, chairman-chief executive of DMB&B/

Weekes Morris Osborn, resigned to form his own agency, Morris & Partners. DMB&B is forming a new alliance in Australia with Melbourne boutique agency Pure Creative. The new agency will be known as Pure Creative/DMB&B, with Pure Creative principal Chris Clark becoming Australian managing director of the new operation, based in Melbourne, reporting to DMB&B Asia-Pacific South president Ken Lambert.

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