TBWA

Apple could fire longtime ad agency TBWA, look to Beats’ Jimmy Iovine to regain marketing mojo

Gossip along Madison Avenue is growing more fluent about Apple tiring of its longtime ad agency TBWA Media Labs over a series of disappointing ads. The client-agency relationship is said to have deteriorated to the point where the iPhone maker ostensibly appears on the brink of putting its ad account up for a formal review and firing the ad agency after 30 years of fruitful collaboration.

The rumor arrives just as Apple has found itself under fire from Samsung, which aired the snarky ‘Wall Huggers’ ad last week to paint the iPhone users as mindless zombies who huddle around power outlets trying to charge up their devices.

The New York Post asserted Monday, without mentioning sources, that Apple and TBWA are at the break-up point. TBWA is a unit of Omnicom Group, the world’s largest advertising agency holding company. Apple, the story goes, also appears ready to look to music mogul Jimmy Iovine, now an Apple employee following the $3 billion Beats buy, to help it “regain its marketing mojo”…

Apple said to expand its in-house advertising team to 1000 employees

Following a report last week claiming that Apple is shifting more of its TV advertising in house, Ad Age has taken an extensive look at the company’s new marketing strategies. To regain its edge amid tough competition, Apple has been working hard on assembling an in-house creative team that will eventually number 1000 employees. The company is going after some of the top advertising talent, even poaching executives from its longtime partner TBWA/Media Arts Lab.

Apple now employs the controversial tactic of pitting TBWA against its internal team, siding with whoever comes up with the best creative ideas and running with it. The in-house team has already won at least a few campaigns, including an ad for the iPad Air last year showing off the thinness of the tablet. The internal team was also behind another iPad Air called Your Verse, featuring American actor Robin Williams… 

Apple moves much of its TV advertising in house

Apple is moving away from its longtime ad agency TBWA\Chiat\Day and creating more of its television advertisements from within, according to Bloomberg. The report, which cites sources with knowledge on the matter, claims that Apple has an in-house creative team consisting of at least two former employees that the company hired away from Media Arts Lab, a division of TBWA that works exclusively for the iPhone maker.

The company moved to in-house campaigns just a few months after marketing chief Phil Schiller contemplated leaving Media Art Labs in January 2013. The team has gone on to create the iPad Air ad last year that showed off its thinness, and also produced a spot featuring Robin Williams reciting the American drama film Dead Poets Society just five months ago…