The SMI Group has won the pounds 5 million pan-European task of
repositioning Newton, the hand-held computer com-pany newly separated
from Apple Computer.
The company, created at the beginning of July, is hoping to attract
fresh business and non-business with its increased marketing budget.
Alex Letts, chairman of the SMI Group, said: ’It’s a fun account for us
to win. You didn’t see Captain Kirk lugging a notebook computer around
with him and trying to hook up to a BT socket every time he went
Roy Bedlow, the European marketing director for Newton, said: ’SMI
displayed the ability to leverage a European network.’
Newton’s last campaign was aimed at international travellers and took
the form of an airport poster campaign. It was developed by BBDO West in
Los Angeles. The format of the new campaign has still to be finalised.