Apple Computer is reviewing its pan-European advertising account handled by Abbott Mead Vickers.BBDO. It is estimated to be worth 10m.
The move follows the decision late last week in the US to review its account, estimated at 55m, out of the BBDO network. BBDO, which has handled the account for the past 11 years, declined to repitch for the business.
It is not yet clear whether AMV.BBDO will repitch for the UK business, though it is understood to want the account.
At first BBDO thought the review was limited to the US. A spokesman for the agency says the review “does not currently affect” Apple in the rest of the world.
However, a spokesman for Apple Europe says the company is reviewing its agency.
He says: “Apple needs to seek an agency partnership that will allow the company to leverage creative work developed within and across its four geographic regions.”
It is thought Apple Europe is likely to pick its agency independently of the US choice. Last month, Apple rival Compaq centralised its advertising in Ammirati Puris
Lintas. Previously APL only handled the US account, while Bates Europe managed the non-US work.
In recent years, Apple’s losses have reached over 1bn and it has been forced to axe hundreds of jobs after losing out to stronger players, including Compaq and Packard Bell. However, Apple remains one of the strongest brands in world.