Apple pulled all promotion, marketing, and PR duties in the U.K. in-house, ending a 14-year with its agency there, Bite PR.
The account diminished in size over the last few years and was worth $165,000 annually at the end (100,000 pounds, converted). The PRWeek UK story explains that Bite was in fact, named specifically for the Apple account in 1995 when it spun off from Next Fifteen sister agency Text 100.
Most interesting in this is a column by MacWorld UK Editor Karen Haslam, explaining that she was on the Apple account while she worked at Bite, in the heady days of the iPod and OS X launches. She reveals that Bite overserviced the account by 50%. Despite the AdAge bit that repping Apple is the easiest job in marketing, this reveals how hard firms will work to keep a marquee account.
If you’re not familiar with PR’s P&L game, this means that Bite spent a pound fifty in hourly work for every pound it earned in retainer–a worthwhile marketing expense if it brings in other accounts.