IBM is boosting the European marketing team at its ailing PC Company by poaching an advertising guru from rival Compaq.
Mark Rosen, former head of advertising at Compaq, has joined IBM’s European headquarters in Paris. He becomes director of communications and takes control of PC advertising across Europe, the Middle East and Africa. Rosen will oversee work done by IBM’s agency, Ogilvy & Mather.
Robsen will also co-ordinate media management and press relations for the PC Company. He will report to David Winn, IBM general manager for Europe, the Middle East and Africa.
IBM was once the world’s leading PC seller but it has since been overtaken by Compaq. IBM shipped 1.06 million PC units worldwide in the second quarter of this year, compared to Compaq’s 1.45 million, according to figures compiled by computer research company Dataquest.