Another Bite of Apple: TBWA Chiat/Day Is Not on Contenders List, But That May Change, the Client Says

Contenders have emerged in Apple Europe’s review of its estimated $20 million ad account, the first in a series of international agency searches being conducted by the client.
The client’s European unit has tapped Bartle Bogle Hegarty, Leagas Delaney and Carat International, all in London; and BDDP, Paris, as contenders, said Francois Ruault, Apple’s Paris-based advertising manager. Those shops were chosen from a semifinal list.
TBWA Chiat/Day, which won Apple’s estimated $90 million U.S. account recently, will meet with the client this week, Ruault said, but added that the agency is not a contender “for the time being.” Ruault also said the European contenders should be prepared to use creative work done for the U.S. by TBWA Chiat/Day’s Venice, Calif., office if the ads have international appeal.
Apple Europe’s incumbent agencies for creative and media duties, CLM/BBDO, Paris, and Optimum Media Direction, London, resigned the account in June as part of BBDO’s global resignation of Apple. BBDO and its affiliates previously handled Apple around the world, with the exception of Japan. Another regional review by Apple could begin shortly in South America, said sources.
Apple Europe has scheduled presentations for the third week of September, said Ruault. The client is seeking shops able to create and place ads in 40 countries on tight deadlines.
Sources said TBWA Chiat/Day has been in discussions with Apple about taking on business in other regions. As part of its recent win, the agency has picked up ad duties in Mexico and Canada, as well as the U.S.