Apple to rethink £3.7m outdoor arrangements

Apple is reviewing its £3.7m outdoor media planning and buying account, which is currently held by Posterscope.

The review, which is believed to be procurement led, is part of a
broader rethink of marketing at the computer and consumer electronics
manufacturer, which has refocused its UK marketing strategy to

incorporate more regional activity. Insiders expect the prestigious

account to be shifted into a rival buying agency within a matter of
weeks.

Outdoor advertising is a core media channel for Apple, which has long
used landmark sites to run high-impact campaigns for its range of iPod
portable music and video players.

The brand's advertising and media accounts, held by TBWA\London and OMD
respectively, are not affected by the review.

This year has seen a substantial shift toward more extensive nationwide
advertising campaigns by Apple, which has traditionally concentrated its
marketing activity on key urban centres including London, Manchester and
Leeds.

There has been a flurry of retail activity by the design-focused brand
this year. It has added dedicated Apple Stores in locations including
Glasgow, Reading, Solihull, Brighton and Exeter as part of its
aggressive expansion programme.

In addition, the launch of the Apple iPhone and iPod Touch this year
have also led to an increase in marketing activity by the brand.

A spokeswoman for the company said: 'Apple does not discuss its internal
strategies, nor does it comment on speculation in regard to its
advertising.' Posterscope did not return calls.