APL wins Compaq brand from Bates
By HARRIET GREEN, campaignlive.co.uk, Friday, 06 June 1997 12:00AM
Ammirati Puris Lintas has wrested the pounds 33 million pan-European advertising for Compaq computers from Bates Europe, leaving the Bates network vulnerable as it prepares to demerge from its Cordiant parent.
Ammirati Puris Lintas has wrested the pounds 33 million
pan-European advertising for Compaq computers from Bates Europe, leaving
the Bates network vulnerable as it prepares to demerge from its Cordiant
The move, part of a winner-takes-all worldwide review, will consolidate
Compaq’s global advertising into APL.
Compaq decided to pool its business into one agency earlier this year as
part of its drive to become the world’s leading IT player (Campaign, 14
March). The account, estimated at pounds 10 million above and below the
line in the UK, was previously split between Bates in Europe, the Middle
East and Africa, APL in North America, the Euro RSCG Ball Partnership in
Asia Pacific and Hakuhodo in Japan.
APL and Bates pitched at Compaq’s US headquarters in Houston on 1
But their presentations led to a stalemate as individual Compaq
marketing executives disagreed over their preferred supplier.
William Eccleshare, the chief executive of APL London, which will be the
lead agency on the business across Europe, said: ’We are obviously
delighted the significant changes we have made both in London and
throughout our European network are delivering results. It speaks
volumes that both Burger King and Compaq rejected APL London three years
ago and both have now appointed us to massive assignments. This has been
one of the most intensive pitches I’ve been involved in.’ APL won Burger
King from DMB&B in February.
Graham Hinton, the chairman of Bates Dorland, commented: ’We feel sad
that we should part company for reasons that are not in the best
interests of the business, particularly considering the results we have
Hinton insisted the loss would not result in immediate job cuts and
added: ’It’s a big piece of business. But the agency is big enough and
ugly enough to take the loss. We are not going to get the axe out,
particularly since we won Energiser two weeks ago. These are measured
decisions for 1998.’
Bates won the Compaq account after a three-way pitch in August 1994.
This article was first published on campaignlive.co.uk
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