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Posts Tagged ‘Apple’

Apple Hires Nike Social Chief as Digital Marketing Director

173be41As 9To5Mac reported yesterday, Apple just gave its social media marketing department a big boost with the addition of Musa Tariq as its new head digital marketing director.

Tariq arrives at Apple from Nike, where he served as global senior director of social media and community since October, 2012. Before that, he was global director of social media, digital marketing, at Burberry — a position he held for about one year before jumping to Nike.

The hire follows Apple’s recent addition of a pair of Nike FuelBand engineers to work on its own wearable technology and continues Apple CEO Tim Cook’s penchant for poaching talent from Nike. Tariq also reported directly to Apple retail and online stores chief Angela Ahrendts while they were both at Burberry, where “he was instrumental in working with Ahrendts on growing Burberry’s global brand,” according to 9To5Mac.

Of course, this move also follows Apple’s recent decision to take more of its production work in-house. Some might see it as yet another step in the brand’s plan to take greater control over its own identity.

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Mediabistro Course

Copywriting: Creative Ad Writing

Copywriting: Creative Ad WritingWork with a freelance copywriter to build your advertising portfolio and land more copywriting jobs! Starting January 12, Kim Taylor will teach you how to make a complete ad using graphics and photos, write strong headlines and body copy for various advertising media, work from a creative brief, and jumpstart your ad portfolio. Register now!

Like Apple Technology, TBWA May Be Updated Very Soon

Your Verse

For more than 30 years, TBWA/Media Arts Lab has enjoyed one of the most prized advertising accounts on the planet. After reports from the New York Post et al. and that entity called “Madison Avenue”agencies are salivating for a bite of the Apple.

The dirty laundry aired in the form of internal emails during the Samsung trial in April and the subsequent reports that Apple would create more of its own ads in-house may have had something to do with this latest development.

Moreover, word is that whichever outside firm may eventually work on the account will also answer to Jimmy Iovine, president and grand poobah of Beats headphones, BeatsMusic and all other things By Dre that were recently acquired by Apple.

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Samsung Pokes Fun at Apple (Yet Again) in New Campaign

Two new spots introduced by Samsung over the weekend tell us that the brand’s strategy–if not that of its creative AOR 72andSunny, which did not produce this campaign–still revolves around knocking its archrival down a few notches.

Surely you caught the not-so-subtle insinuation that the 8.4-inch Wi-Fi Tab S, released just over two weeks ago, is more effective than the iPad in allowing users to stream distracting content for as many people as possible…at the same time.

There’s another one about (simulated) screen contrast after the jump…

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Apple Officially Takes More Ads In-House

The strained relationship between Apple and TBWA\Chiat\Day has reached a new stage.

Two months after unflattering email exchanges between Apple’s head of marketing and TBWA’s Media Arts Lab surfaced as part of the extended Apple vs. Samsung copyright battle, Bloomberg was the first outlet to report that the company will now be creating more (if not all) of its TV spots in-house.

An Apple spokesperson reminded Bloomberg that the internal team, which “includes at least two people Apple hired away from Media Arts Lab”, is responsible for recent spots like this one:

The shift has been in the works since early 2013, with Apple deciding to take control of more production duties and build up its own team rather than search for a new agency.

Other outside hires include at least two higher-ups from Wieden+Kennedy: Tyler Whisnand and Bill Davenport.

No one at MAL–which recently went through some staffing changes of its own–offered a comment to Bloomberg, so the current and future status of the partnership remains unclear. 72andSunny CEO John Boiler did weigh in, however, calling the company’s decision to hire from within MAL “…an indication of some seriously broken trust.”

Apple Berates TBWA\Chiat\Day in Internal Emails

apple-logoThe ongoing Apple vs. Samsung battle looks even less flattering for TBWA\Chiat\Day after Business Insider and others gained access to more emails detailing a contentious back-and-forth between head of marketing Phil Schiller and James Vincent of Media Arts Lab.

The full exchange is worth a read for your daily allowance of Schadenfreude. Some key points:

  • TBWA proposes an emergency meeting to address matters that seem more relevant to PR than ad departments: brand likability, employee behaviors, etc.
  • The ad proposal is to “change the conversation” with a focus on differentiating the iPhone from the Galaxy
  • TBWA also proposes a regular marketing communications meeting to facilitate “more open and expansive ways to experiment with ideas”

Schiller wasn’t buying it.

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Samsung Claims Apple Almost Dropped TBWA\Chiat\Day in 2013

At least that’s what Samsung’s lawyer Jon Quinn said during opening statements in the brands’ ongoing patent trial. According to a quote in The Verge, Apple considered dropping TBWA\Chiat\Day after its rival’s campaign inspired headlines like this one, from The Wall Street Journal, pondering whether or not the company had lost its seat at the head of the popular table. Quinn told the jury:

“This new, edgy marketing strategy … it drove Apple crazy.”

The campaign in question was, of course, “Next Big Thing” by 72 and Sunny.

The series and subsequent headline supposedly unnerved Apple marketing VP Phil Schiller so much that he emailed Tim Cook and suggested an agency review, writing:

“We have a lot of work to do to turn this around.”

While rumored board meetings on the topic did not inspire a change, Quinn’s claim hardly serves as a vote of confidence — and Samsung shows no signs of reconsidering its strategy.