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TBWA Apple Marketing

Apple shakes up its marketing to focus less on localisation of big brand ideas

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By Jennifer Faull | Deputy Editor

February 19, 2017 | 2 min read

Apple has restructured its relationship with TBWA\Media Arts Lab that will see it spend less time trying to localise brand campaigns, and instead ramp up efforts on its regional and digital output.

Apple

Apple restructures marketing

According to AdWeek, Apple has been moving the big-budget global campaign work in-house over the past few years and has been using the agency’s regional teams in London and Tokyo, for instance, to translate that overarching campaign idea for local audiences.

However, moving forward it wants those regional teams to focus on creating bespoke digital and social work for the market they operate in.

For example, São Paulo’s Lew’Lara\TBWA recently launched a marketing push titled ‘Meu Bloco na Rua’ in Brazil this week to coincide with the Carnival.

“TBWA\Media Arts Lab is reorganizing and introducing a new operating model to keep pace with the way people consume media and content,” an agency spokesperson told the advertising title.

“This will result in a reduction in areas such as localisation and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills.”

AdWeek suggested this streamlining of its global marketing efforts is linked to a cut in marketing spend, and as a result there have been a number of staff reductions at TBWA\Media Arts Lab’s Los Angeles headquarters and other offices around the world.

The Media Arts Lab network’s translation and transcreation teams are believed to be among those most affected by the downsizing, however it has made new hires in digital and social media.

Apple has not commented on the reports.

TBWA Apple Marketing

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