Creative Labs has changed its European marketing and channel programmes in a bid to cosy up to its channel. The company said that its Creative Assembler Programme (CAP) would allow the assembler communities to maximise their profits by pushing the Creative name. Creative will also promote its distributors and major resellers by helping them advertise their channel wares through joint advertising schemes. According to Creative, it is now cutting forthwith the cost of their products for all system integrators, assemblers and dealers which buy product from authorised distributors. Creative is not limiting the scheme to big integrators only. Evesham Micro, for example, is taking advantage of the scheme. But Creative made clear it will offer CAP to assemblers of any size. ®