Wilhite steps down from Apple

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Steve Wilhite, Apple Computer's VP-marketing communication, resigned last week after a year and a half executing the company's marketing strategy. Mr. Wilhite, a former marketing executive with Volkswagen of America, worked closely with Apple CEO Steve Jobs, who is widely known for his hands-on role in Apple advertising. Messrs. Wilhite and Jobs worked together implementing the company's ubiquitous "Think Different" ad campaign and managing the relationship with Apple ad agency TBWA/Chiat/Day, Playa del Rey, Calif. Mr. Wilhite's plans were not known, and no replacement has been named, according to an Apple spokeswoman. The departure comes as Apple last month reported weaker-than-expected fiscal fourth-quarter results and creative churn within the agency. TBWA creative director Ken Segall, a key executive on the Apple account, recently joined Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, on the Intel Corp. account.

Copyright November 2000, Crain Communications Inc.

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