Apple Moving TV Advertising In-House, Loosening Ties With TBWA
Since 1984 TBWA\Chiat\Day has been making TV Ads for Apple. For the last few months Apple has been making its own Ads. According to a Bloomberg report, Apple is moving more of its TV advertising in-house, loosening ties with the ad agency it has used for more than 30 years. Apple has built its internal team using employees from TBWA\Chiat\Day. The team is led by Tyler Whisnand, who Apple recruited from Media Arts Lab. According to Bloomberg, hiring for team is still on from other Ad agencies. Apple’s ‘Pencil’ iPad Ad and all the TV Ads airing now were developed by Apple’s internal advertising team. Latest iPad campaign, Your Verse, that has a series of stories about iPad being used in different situations is also developed by its internal team.
According to Bloomberg:
The shift to more in-house campaigns shows that Apple, grappling with slower demand after years of surging growth, is seeking a fresh approach to regain advertising as one of its key competitive advantages. A rift between Apple and TBWA\Chiat\Day, which worked together on the company’s Orwellian Super Bowl ad in 1984, once would have been unthinkable, said Regis McKenna, a technology marketing consultant who introduced agency founder Jay Chiat to Steve Jobs in the early 1980s.
Apple began creating the ads in-house a few months after marketing chief Phil Schiller considered ending the company’s relationship with Media Arts Lab in January 2013, according to an e-mail from Schiller disclosed in April as part of a lawsuit with Samsung Electronics Co. Media Arts Lab had created iconic Apple campaigns for iPods and Macs, yet Schiller wrote that it hadn’t effectively countered Samsung ads that cast Apple as stodgy and poked fun at its installed base as cultish and geeky.