Final Slice Of Apple Pie

Omnicom to Take All Client’s Global Tasks
NEW YORK–Apple Computer is close to moving the last piece of its entire global advertising business to Omnicom Group agencies. Media buying responsibilities for Apple in Europe will shortly be moved from Carat to Omnicom’s Optimum Media Direction, sources said.
The account is worth $25-30 million and could rise to as much as $75 million, sources said. Apple is not as established in Europe and the company believes an augmented media presence will fix that.
Omnicom agency TBWA Chiat/Day won the $90 million North American account last year and has gradually taken over creative and media duties in various regions around the globe. Apple’s worldwide ad budget is estimated at $140 million.
Allen Olivo, senior director of worldwide marketing at Apple’s headquarters in Cupertino, Calif., would not comment on any agency changes. “That’s not something we would talk about,” he said, “but we’re always looking to do things better.”
The computer marketer’s media business was awarded to Carat only eight months ago. The global combining of Apple’s ad accounts at Omnicom agencies, said sources, was intended to produce efficiencies and ease coordination for the client. “The whole idea is to consolidate and get cohesion in the work and the media,” said one source.
The account is OMD’s first major win since the arrival three months ago of Procter & Gamble’s Daryl Simm as chief executive officer of worldwide media operations at Omnicom and president of the OMD Group.
Simm declined to comment.
The win also signals that Simm’s effort to integrate Omnicom’s international media resources across national boundaries has borne fruit: Even though OMD’s British office pitched the business, sources indicated that different international OMD offices will be brought in to service the business, depending on the company’s needs.