Apple hires CEO of brand consultant Wolff Olins in marketing push
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.
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.
Comments
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.
"Consualtant"... is this a "casual consultant"?
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.
Cool.
Apple should increase its advertising and marketing - a good product sells best by both a positive experience and public exposure
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.
http://gamechangers.wolffolins.com/
Great find and an excellent read. Thanks!
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.
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.
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.