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Apple hires CEO of brand consultant Wolff Olins in marketing push

post #1 of 25
Thread Starter 
It was reported on Friday that Wolff Olins Global CEO Karl Heiselman has been hired away by Apple and will start working in a new marketing communications position at the Cupertino, Calif. company in May.



Heiselman, who previously worked for Apple as a contract designer in the 1990s before Steve Jobs' return, told Ad Age he is leaving Wolff Olins after 14 years for "an exciting new role" at Apple. Half of his tenure at the branding agency was spent as CEO.

In a 2009 interview with The Guardian, Heiselman said Apple at times felt "a little too cool for its own good. I think it might be in danger of becoming too cool, maybe not too cool, but too slick."

News of the hire comes a few days after Apple v. Samsung court documents revealed mounting tension between Apple SVP of Worldwide Marketing Phil Schiller and the company's go-to ad agency TBWA/Media Arts Lab. At the time, Schiller was concerned that Samsung's marketing blitz was causing damage to Apple's image.

Those worries may have been an impetus for change, as a report from September said Apple was planning to expand in-house marketing operations from the current 300 staffers to 500 or 600 people. To that end, Apple has made a few key hires in the advertising and marketing department, including former New York Times Magazine's design director Arem Duplessis in December.

It is unknown what responsibilities Heiselman will be given within Apple's marketing machine, but his experience in branding will likely be put to good use as some say Apple is going through a transitionary period as the company looks to define itself after the death of visionary cofounder Jobs.
post #2 of 25
Originally Posted by AppleInsider View Post
In a 2009 interview with The Guardian, Heiselman said Apple at times felt "a little too cool for its own good. I think it might be in danger of becoming too cool, maybe not too cool, but too slick."

 

Well, we know now that Apple is legally cool in the United Kingdom (and, if that’s how the Commonwealth works, by extension the Commonwealth).

 

And I’ve never had my naked iPhone or iPad fall from my hand, so they probably didn’t get too slick.

Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
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Originally Posted by helia

I can break your arm if I apply enough force, but in normal handshaking this won't happen ever.
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post #3 of 25

"Consualtant"... is this a "casual consultant"?

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #4 of 25
Good. Hopefully Apple will fight back against Sammy and Amazon's deceptive ads.
post #5 of 25
Apple is stockpiling CEOs.  First the awesome Burberry woman and now this guy.  Hopefully they know exactly what they are getting into and all the egos can play well together.
post #6 of 25
The too cool/too slick comment.. I think I know what he's talking about. It's a fine line, we need people like him who know the difference.
post #7 of 25
I'd like to here him elaborate on the too slick comment.
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #8 of 25
Quote:
Originally Posted by malax View Post
Apple is stockpiling CEOs.  First the awesome Burberry woman and now this guy.  Hopefully they know exactly what they are getting into and all the egos can play well together.

 

An executive that won't defend their ideas is no use. Steve Jobs had a powerful ego and a lot of ideas, some good and some bad. He didn't tie his ego to his ideas and listened and would agree to other's ideas counter to his own.

"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #9 of 25
I hope Apple doesn't go the way of Samsung and start whoring themselves out to every sporting event, awards ceremony, etc. And no negative advertising please. Leave the gutter to Samsung and Microsoft.
post #10 of 25
Great, bring in someone whose attitude is that Apple is too cool for school. That'll help.
A.k.a. AppleHead on other forums.
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A.k.a. AppleHead on other forums.
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post #11 of 25
All

Apple should increase its advertising and marketing - a good product sells best by both a positive experience and public exposure
post #12 of 25
BTW, can anyone tell me why when MacBooks are used as props on TV why sometimes they put a sticker over the Apple logo? It's obvious what it is. Did Apple decline to pay for product placement? Are they afraid of being sued by Apple for some reason?
A.k.a. AppleHead on other forums.
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A.k.a. AppleHead on other forums.
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post #13 of 25
Quote:
Originally Posted by Robin Huber View Post

BTW, can anyone tell me why when MacBooks are used as props on TV why sometimes they put a sticker over the Apple logo? It's obvious what it is. Did Apple decline to pay for product placement? Are they afraid of being sued by Apple for some reason?

If companies don't pay for product placement, TV shows can cover the logos. No such thing as free advertising and official sponsors could be competitors.
post #14 of 25
I read this today, it's amazing!

http://gamechangers.wolffolins.com/
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #15 of 25
Yes I think Apples ads are too cool. Fine if you are a tiny minority player attracting hipsters but not at 50% of the American market. Have an ad with some hard hats using am iPad.
I wanted dsadsa bit it was taken.
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I wanted dsadsa bit it was taken.
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post #16 of 25
Quote:
Originally Posted by Ireland View Post

I read this today, it's amazing!

http://gamechangers.wolffolins.com/

Great find and an excellent read. Thanks!
melior diabolus quem scies
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melior diabolus quem scies
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post #17 of 25
Quote:
Originally Posted by jungmark View Post

If companies don't pay for product placement, TV shows can cover the logos. No such thing as free advertising and official sponsors could be competitors.

Talking of which ... Watching the two seasons of Netflix's House of Cards recently, I loved how Macs are always seen used by the powerful (if sometimes evil) go getters. When they portray some low life, in a darkly lit scene they have a Dell.
Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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Been using Apple since Apple ][ - Long on AAPL so biased
nMac Pro 6 Core, MacBookPro i7, MacBookPro i5, iPhones 5 and 5s, iPad Air, 2013 Mac mini, SE30, IIFx, Towers; G4 & G3.
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post #18 of 25
Quote:
Originally Posted by digitalclips View Post

Talking of which ... Watching the two seasons of Netflix's House of Cards recently, I loved how Macs are always seen used by the powerful (if sometimes evil) go getters. When they portray some low life, in a darkly lit scene they have a Dell.

That might be a subtle David Fincher jab at non-Apple computers.

Proud AAPL stock owner.

 

GOA

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Proud AAPL stock owner.

 

GOA

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post #19 of 25
Another good hire! Seems Cook wants to delegate responsibility, responsibly, since he's putting a team in place to fill Steve Job's shoes. Apple's anemic offerings and off note advertising since Steve's demise are the very areas Steve mastered.

Independent outside talent like Heiselman and Angela Ahrendts will disrupt Apple, which it sorely needs! Although I've criticized Tim Cook I give him credit for identifying Apple's shortcomings and hiring the right talent to remedy it.
post #20 of 25
Quote:
Originally Posted by digitalclips View Post


Talking of which ... Watching the two seasons of Netflix's House of Cards recently, I loved how Macs are always seen used by the powerful (if sometimes evil) go getters. When they portray some low life, in a darkly lit scene they have a Dell.

 

What else can they do? Product placement is product placement.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
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post #21 of 25
Quote:
Originally Posted by digitalclips View Post

Talking of which ... Watching the two seasons of Netflix's House of Cards recently, I loved how Macs are always seen used by the powerful (if sometimes evil) go getters. When they portray some low life, in a darkly lit scene they have a Dell.

The moral is: Smart people make smart choices. Losers can't stop losing... when the low life hits bottom and takes his Dell to the pawn shop, he finds it's worthless... no hope for a dope.
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #22 of 25
Quote:
Originally Posted by MJ Web View Post

Apple's anemic offerings and off note advertising since Steve's demise are the very areas Steve mastered.

Anemic offerings? I'm sorry, what? Tell me what products Jobs had in his last year as CEO and what Cook doesn't have now.
post #23 of 25
Quote:
Originally Posted by jungmark View Post


Anemic offerings? I'm sorry, what? Tell me what products Jobs had in his last year as CEO and what Cook doesn't have now.

That, my friend, is the problem! In terms of innovation, Apple has been in a state of suspended animation. And its advertising, with a few exceptions, has been an exercise of basking in past glory. A very boring exercise. 

post #24 of 25
Quote:
Originally Posted by MJ Web View Post

That, my friend, is the problem! In terms of innovation, Apple has been in a state of suspended animation. And its advertising, with a few exceptions, has been an exercise of basking in past glory. A very boring exercise. 

I guess we'll start the list at Mac Pro, A7 64 bit, M7, Touch ID, etc.
post #25 of 25
Quote:
Originally Posted by Tallest Skil View Post

Well, we know now that Apple is legally cool in the United Kingdom (and, if that’s how the Commonwealth works, by extension the Commonwealth).

And I’ve never had my naked iPhone or iPad fall from my hand, so they probably didn’t get too slick.

When I think of that moronic judge, I'm embarrassed to be English. I thought judges were supposed to be wise. Clearly, the inspiration of Solomon has finally reached deaf ears.
"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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"If the young are not initiated into the village, they will burn it down just to feel its warmth."
- African proverb
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