Apple
Chapter i
The Challenge.
I had been newly appointed as Creative Director. Apple faced challenges selling Macs in the US. A strategic shift was necessary to establish a presence in the European market.
Chapter ii
The Strategy.
I identified Paint Box as the USP for the Mac. Research revealed the UK design and advertising market was a prime target. I created an advertising campaign that featured full-page ads in the Financial Times supported by brochures and mailings.
Chapter iii
The Result.
The campaign was a huge success in raising awareness of the Mac and positioning it as the preferred choice for creative professionals in the UK. The rest is history.
