Apple, based in Cupertino, Calif., has turned a profit in only one quarter of the last six, and has seen revenues fall almost in half during the same time period. This is a no-win situation. Neither Apple nor BBDO would say exactly how much money was at stake. But agencies whose accounts are put in review rarely hold the account, said Burtch Drake, president and CEO of the American Association of Advertising Agencies, a trade association based in New York. He also backed BBDO's move, citing a recent spate of account reviews by large companies.
Advertising can only do so much.
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