Apple reportedly moving TV ad creation in-house
According to a report on Wednesday, Apple is taking on more responsibility for its TV spots by creating ads in-house, a move that shifts away from longtime collaborator TBWA\Chiat\Day.
Citing people familiar with the matter, Bloomberg reports Apple's latest TV spots are the work of an internal ad team comprised of at least two people poached from TBWA's Media Arts Lab, which was put together solely to service Apple.
An Apple spokesperson said the most recent airings, including the "Your Verse" iPad spot featuring a Robin Williams monologue from "Dead Poets Society," were created entirely in-house.
TBWA\Chiat\Day is responsible for Apple's most iconic ads, like the "1984" Super Bowl TV spot directed by Ridley Scott. Apple's history with the ad agency goes back to the early 1980s when Jay Chiat was first introduced to late Apple cofounder Steve Jobs.
The agency was out of touch with Apple during the years following Jobs' ousting. The two firms were reunited in 1997 when Jobs reinstated the agency -- along with highly respected adman Lee Clow -- to run a series of ads that ultimately became the "Think Different" campaign.
With the smartphone war, Apple rival Samsung has spent huge sums on its own advertising campaigns, putting pressure on TBWA/Media Arts Lab to churn out quality content. The relationship between Apple and the ad agency is reportedly on unsteady ground as evidenced by an email conversation made public during the second California Apple v. Samsung trial.
In an email string, Apple SVP of Worldwide Marketing Phil Schiller voiced his concern over a Wall Street Journal article titled "Has Apple Lost Its Cool To Samsung?" and asked te agency to formulate an appropriate response. Schiller was less than pleased with the resulting suggestions, saying he was "shocked" at recommendations that appeared to rework Apple at an operational level.
It is unclear if Apple is actually moving away from TBWA\Chiat\Day, but Bloomberg's sources say Schiller is making key hires in what could be an attempt to supplant the agency in the future. The report is in line with previous rumors suggesting Schiller and the agency were at odds.
Citing people familiar with the matter, Bloomberg reports Apple's latest TV spots are the work of an internal ad team comprised of at least two people poached from TBWA's Media Arts Lab, which was put together solely to service Apple.
An Apple spokesperson said the most recent airings, including the "Your Verse" iPad spot featuring a Robin Williams monologue from "Dead Poets Society," were created entirely in-house.
TBWA\Chiat\Day is responsible for Apple's most iconic ads, like the "1984" Super Bowl TV spot directed by Ridley Scott. Apple's history with the ad agency goes back to the early 1980s when Jay Chiat was first introduced to late Apple cofounder Steve Jobs.
The agency was out of touch with Apple during the years following Jobs' ousting. The two firms were reunited in 1997 when Jobs reinstated the agency -- along with highly respected adman Lee Clow -- to run a series of ads that ultimately became the "Think Different" campaign.
With the smartphone war, Apple rival Samsung has spent huge sums on its own advertising campaigns, putting pressure on TBWA/Media Arts Lab to churn out quality content. The relationship between Apple and the ad agency is reportedly on unsteady ground as evidenced by an email conversation made public during the second California Apple v. Samsung trial.
In an email string, Apple SVP of Worldwide Marketing Phil Schiller voiced his concern over a Wall Street Journal article titled "Has Apple Lost Its Cool To Samsung?" and asked te agency to formulate an appropriate response. Schiller was less than pleased with the resulting suggestions, saying he was "shocked" at recommendations that appeared to rework Apple at an operational level.
It is unclear if Apple is actually moving away from TBWA\Chiat\Day, but Bloomberg's sources say Schiller is making key hires in what could be an attempt to supplant the agency in the future. The report is in line with previous rumors suggesting Schiller and the agency were at odds.
Comments
The best ads come from collaboration with talented advertisers who understand both the client and the customer.
Sound like abad idea. An in house agency all eventually become an echo chamber from the lack of creative insight gained from working on problems out side of the box of Apple.
I echo this sentiment.
Also, it's unwise to hand over full control of Apple's advertising to Phil Schiller. If anything, they should create SOME campaigns in-house and contract out the rest to ensure they don't get stuck in a hall of mirrors. When you live, eat and breathe a company's culture too long, it's easy to lose perspective.
Apple ads by Dr Dre.
I agree, but if they feel the current lot of ads are lacking there is little to be lost by giving it a go to see how they fair. If they don't like the results they can always rehire TBWA\Chiat\Day who would probably be fresh with ideas having the scare of losing Apple as a customer.
Verse ads are amazing. You're the damn flop. Incredible how you're not banned. You're pretty much a damn spam bot.
I enjoyed this ad a lot as it showed me that Apple is well aware of how people use their iPhone or fitness. I really hope we get some sort of wearable that includes many fitness and health-based sensors.
They are, but the reach a deeper level in people that I wouldn't expect to be reached by certain segment of the population.
So what would be a "good" idea?
So what would be a "good" idea?
Taking those new hires who are a team that fits Jobs ethos and keep a short leash on TBWA\Chiat\Day. Steve was very focused in these areas and no one at Apple were authorized to manage the Apple image, without Steve's consent. Building a team that can be as focused as Steve will be a shrewd move.
Think of it as an A-team that Chiat\Day has to impress before they even waste the executive team's time.
Yeah Apple needs a talking Chihuahua commercial for a spot on Dancing with the Stars.
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You gotta click that flag icon.
They are, but the reach a deeper level in people that I wouldn't expect to be reached by certain segment of the population.
That's fine. 95% of ads out there cater to the lowest common dominator- ie idiots- and are the epitome of stupidity. There's nothing wrong with making ads above that level, even if you wont get 100% of the population appreciating them. at least they stand out and set a different tone. Verse ads tend to be realistic, artistic, and inspirational- while showing off the robust capabilities of the products.
I really don't think Apple has stopped using TBWA/Media Arts Lab or even plans to do so. What I see go ing on here is Apple/Phil Schiller is taking the "Verse" ads in house and serving notice to TBWA/Media Arts Lab that Apple is not a "safe" account and they really need to get back on their toes. This will tend to make the add agency work harder and do better.
Apple's in house people have done some really remarkable things, if nothing else, look at the beautiful designs of the last three WWDC theme art. Finally, if Apple has hired some TBWA/Media Arts Lab people to do the Verse ads, these people are already aware of Apple's focus on the user's experience...and Apple employees. of all people. are not going to forget that tenet themselves.
That's already how things work. Ads don't spring out of their creators foreheads the day before they are aired. An agency may work on a large campaign for half a year before it finally airs if it's also tied to print, for example.
Agreed. It can't get much more lackadaisical than the current crop of ads. Uninspiring, to say the least.
Whatever they do, I hope they don't put Schiller in charge of copy-editing.