SMI Group secures Newton computer’s pounds 5m repositioning

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 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

online.’



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.



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