BBH quits Apple pitch

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LONDON -- Bartle Bogle Hegarty Sept. 9 pulled out of the pitch for the $20m Apple Computer account for Europe following a report in Advertising Age Sept. 8 that TBWA International, the U.S. incumbent, is the lead candidate for the business. Apple's European marketing execs had previously assured BBH and the other two agencies pitching, Leagas Delaney, London, and BDDP, Paris, that TBWA was not being considered for the European account.

After the Ad Age story appeared, Apple executives called the three agencies to confirm the news. BBH quit the pitch, scheduled for the week of Sept. 22, on the grounds that "the rules of engagement and the brief were changed." Leagas Delaney also is expected to pull out. BDDP could not be reached.

Copyright September 1997, Crain Communications Inc.

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