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