Apple Computer UK has promoted its UK marketing director, Alan
Hely, to a new European marketing role. Hely will take charge of the
roll-out of Apple’s new iMac across the Continent as the computer firm
tries to raise its game against rival IBM.
Hely, who oversaw the UK launch of the iMac, will take on the
responsibility of consumer marketing across Europe as the product
revives public interest in Apple.
As marketing, communications and consumer manager of Apple Europe, Hely
will oversee advertising, direct marketing, PR and merchandising and
will report directly to vice-president, marketing Europe, Nigel
Hely, who has worked at Apple for three years following a 12-year period
at Radio Rentals, finally as head of marketing, is replaced by Martin
Capel-Smith, who takes on the new title of UK regional marketing
’The co-ordination of our marketing communications package has taken a
major leap forward with the ’Think Different’ campaign, and with iMac we
have a great start to capturing the number one spot in the consumer
sector throughout Europe,’ said Hely.
Meanwhile, Apple is talking to its lawyers following a decision by
exhibition firm Emap Trenton to stop running the popular consumer
computer show Apple Expo in its current form.
The fall-out was provoked by Apple’s desire to focus iMac firmly at a
consumer market - Apple Expo has traditionally been targeted at
designers and others in the commercial creative community.