Arnold's Solution for Apple: Guerrilla Tactics Urged to Recover Credibility

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.




BOSTON-Arnold Communications looked to “put the bite back into Apple” in its recent pitch for the computer company’s $80-90 million U.S. ad account. The client’s immediate marketing challenge was to prove that the brand is alive and well, according to agency executives.
Arnold suggested a six-month, seemingly low-cost guerrilla marketing campaign that would lead to a big-budget TV and radio effort in 1998.
One magazine execution showed a photo of a smirking Steve Jobs, Apple’s acting chief executive officer, next to the quote, “This is no time to be PC.”




AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in