Apple Computer is axing its UK marketing department in the first
stage of a radical restructuring of its European operations. Four of the
eight staff are losing their jobs. Apple’s chief UK marketer, marketing
manager Martin Capel-Smith, is expected to leave along with UK product
manager Neil Thomas, as the two roles are phased out.
The mass market communications manager and targeted communications
manager roles, held by Nicky Wilcock and Carolyne Berry, are also
expected to be rolled into one position. The cull leaves product
marketing manager, Stuart Harris, and PR and corporate affairs manager,
David Millar, as the only remaining senior members of the dedicated UK
The move reflects the increasing centralisation of Apple’s marketing and
advertising over the past two years.
Since the introduction of the company’s ’Think Different’ campaign and
the launch of the iMac, the bulk of the company’s advertising has been
produced by Chiat Day in the US with minor adaptation by TBWA’s local
A source close to Apple said: ’The show is being run out of Cupertino
(Apple’s US HQ). Decisions are being made more centrally.’ Further
redundancies are expected in the company’s local European marketing
offices. Local country marketing is likely to come under the control of
the European marketing division based in Paris.