APPLE'S 'WIMPY' MARKETING HARDENS INTO JABS AT WINDOWS: PLANNED BRAND CAMPAIGN ENDS UP BEING DREAM THAT WON'T COME TRUE

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Apple Computer is giving up its "dreams" and focusing on reality with aggressive new ads pushing product and smashing Windows.

The first glimpse came in an ad, running in newspapers Feb. 9, that pitched price cuts. A broader campaign from BBDO Worldwide, Los Angeles, starts with the arrival Feb. 17 of new computer models.

"We're working around the clock on the new creative," said David Roman, VP-corporate advertising and brand marketing.

Apple has scrapped its planned $40 million to $50 million global brand campaign (AA, Dec. 23), which was to use the line "Give your dreams a chance."

FOCUS ON NEW PRODUCTS

"The bigger brand campaign has changed in nature," Mr. Roman said. "It's still very much a brand campaign except it's very focused around hot, new products."

At Apple's annual meeting last week, embattled Chairman-CEO Gil Amelio vowed to do more aggressive advertising, displaying a planned execution that brashly shows the advantages of Macintosh over Microsoft Corp.'s Windows.

Mr. Amelio, frustrated by what he has called "wimpy" marketing, last week shunted VP-Corporate Marketing Satjiv Chahil into an advisory post.

In the reorganization, Apple for the first time consolidated global marketing under one person: Exec VP-Marketing Guerrino De Luca, formerly president of Apple's software subsidiary Claris Corp.

DE LUCA'S OPEN THINKING

Mr. De Luca is a nine-year veteran of Apple marketing, mostly in Europe. At Claris, Mr. De Luca moved a maker of Macintosh software aggressively into Windows software, an indication of his open thinking.

Mr. Chahil was a key force behind Pippin, a floundering Internet-on-TV device that Apple plans to phase out, and led Apple into major tie-ins with "Mission: Impossible" and other movies.

Apple has been working on a tie-in with "Batman & Robin," a June release from Warner Bros. But close observers bet Apple will turn away from costly future movie promotions.

A VISIT FROM BBDO

BBDO executives will visit Mr. De Luca this week. The total Apple billings at the shop are about $180 million, and BBDO's 11-year Apple relationship is the longest for a major computer marketer.

"We continue to be a loyal and dedicated resource for Apple," said David Lubars, BBDO West CEO-chief creative officer. "We're optimistic they can turn it

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