Apple seeking to build huge in-house ad agency
Technology giant Apple is rumoured to be investigating ways and means of creating a giant in-house ad agency employing up to 1,000 creatives.
Such a move would give the firm full control over its promotional campaigns, reducing reliance on its current agency, TBWA/ Media Arts Laboratories, to market its gadgets amidst concern that the once trailblazing firm is losing its edge.
This was laid bare in court documents which surfaced during a recent legal tussle between Apple and Samsung in which correspondence between Apple VP Phil Schiller and James Vincent of Mal came to light.
In an email to his counterpart Schiller wrote of Samsung’s pre-Super Bowl advert: “It's pretty good and I can't help but think "these guys are feeling it" (like an athlete who can't miss because they are in the zone) while we struggle to nail a compelling brief on iPhone. Something drastic has to change. Fast."
According to AdAge the American firm is aggressively seeking the best talent in the business, including poaching staff from its current agency to seed the venture.