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Apple picks new ad firm
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August 8, 1997: 1:49 p.m. ET
Computer maker chooses Chiat/Day, which made well-known "1984" spot
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NEW YORK (CNNfn) - Apple Computer Inc. reached back in time when it announced Friday it has picked TBWA Chiat/Day to work on its U.S. advertising.
TBWA Chiat/Day worked with Apple from 1983 to 1986 and is probably best known for the widely acclaimed "1984" commercial, aired during that year's Super Bowl, which launched Apple's Macintosh personal computer line.
Apple started a review of advertising agencies in June but its current U.S. ad firm, BBDO Worldwide, chose not to participate. The account is valued at about $80-$90 million.
TBWA Chiat/Day is a unit of Omnicom Co. and is the 15th-largest advertising firm in the world.
The move is the latest in a series of changes for the struggling computer maker, but perhaps less striking than its Wednesday announcement of an alliance with former adversary Microsoft Corp.
In that announcement, Apple said that Microsoft is investing $150 million in the company and that Apple's board of directors would include industry heavyweights like Apple co-founder Steve Jobs and Oracle Corp.'s chief Larry Ellison.
-- Randy Schultz
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Apple
TBWA Chiat/Day
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