Apple Computer is considering creating a top European advertising post after last week’s move to decentralise its worldwide marketing structure.
The development follows Apple Europe’s appointment of Herman Poertner as senior director for corporate communications. He will be the most senior European director responsible for marketing.
European advertising manager is Adrian Fedwick, who was promoted in August.
It is understood by sources close to Apple, that it is creating the new position of advertising director for Europe, although the company says it has no immediate plans to do so.
The position reflects the new power that has been devolved to the European region.
Previously, Apple organised its global marketing operation, Marketing Solutions, into three regional areas – US, Asia Pacific and Europe. Marketing Solutions guided the marketing of Apple hardware, and looked for “total customer solutions”, finding tailor-made software.
The closure of Marketing Solutions means marketing decision-making will now be devolved to the regions.