TBWA Mexico adapts Apple ads

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MEXICO CITY -- Apple Computer is working with Teran TBWA to adapt its "Think Different" worldwide campaign to the Mexican market. Agency director Jose Alberto Teran said his staff is currently obtaining the rights to the images of Picasso and Einstein, among others, that are used in the U.S. campaign launched a few weeks ago.

The Mexican ads are expected to debut by yearend. A second stage of ads, to promote specific products, will be developed as well, Teran says. "Apple is focusing on its areas of strength, such as designers and other creative types," Teran says. Apple's management changes and other problems have not had as big an impact on Mexican consumers as they may have in other markets, like the U.S., Teran suggests.

However, Apple is also contending with the lingering effects of the 1994 peso devaluation and subsequent crisis. In a market dominated by the likes of Compaq, IBM and Acer, Apple had a smaller share of the market when the market dropped out in 1995. Computer sales have been inching up since, and some companies are predicting they may reach pre-crisis levels by the end of this year.

Copyright November 1997, Crain Communications Inc.

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