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Apple Now Creating TV Ads Internally, Still Collaborating With Longtime Ad Agency

A new report by Bloomberg highlights how Apple has shifted to producing more of its recent TV ads internally as opposed to relying on its longtime ad agency, TBWA/Chiat/Day and its iPhone unit, Media Arts Lab.

The report notes that Apple's changes came after marketing chief Phil Schiller considered ending its partnership with TBWA in January 2013, as previously shown in leaked emails during the company's second patent trial with Samsung. The relationship between the two companies had been strong for many years, as Chiat/Day and Apple famously worked on the iconic '1984' ad for the Macintosh. The effectiveness of Apple's relationship with TBWA/Chiat/Day reportedly started to weaken after the death of Steve Jobs in 2011. While the ads for Siri involving various celebrities were positively received by consumers, Apple's 'Genius' TV spots were poorly received and pulled from TV and YouTube soon after.


Instead of parting ways with TBWA however, Apple began building its own ad team, notably hiring ad veteran Tyler Whisnand away from Media Arts Lab to head its creative team. Apple also hired renowned music director David Taylor and a number of other veteran advertising executives to fill out its team. Meanwhile, TBWA made changes internally, promoting James Vincent, who had a working relationship with the late Steve Jobs, to CEO while extracting him from day-to-day operations.


Since then, both Apple's in-house ad team and TBWA have worked on a number of successful ads, with the former creating the initial "Your Verse" iPad TV ad that aired this past January, and the latter helping with a recent TV spot that highlighted the iPad Air's use in music composition by conductor Esa-Pekka Salonen. However, Apple has also required TBWA and its internal team to compete on each campaign in order to ensure quality.
So far, the in-house efforts have helped stanch a decline in the impact of Apple’s ads since Jobs died, according to ad-monitoring company Ace Metrix Inc. Apple’s average score from this survey of hundreds of consumers fell in 2013 to 548 - just slightly higher than the overall average score for advertisers - - from 621 in 2011. So far in 2014, Apple’s median score has risen to 564, according to Ace Metrix.
Finally, Schiller and creative executive Hiroki Asai are also now said to be determining whether Apple should push digital marketing more following the launch of an ad campaign for the iPhone 5c on Tumblr this past March. It was reported by Ad Age last year that Apple would be adding for digital agencies to help out its online marketing strategy, which would be a shift from Jobs' approach to only focus on TV and print ads.

Jobs reportedly disliked the idea of showing Apple's products in low-resolution online ads, and applied the same distaste to campaigns on social media as Apple could not have full control of its intended message.

Top Rated Comments

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13 weeks ago
Social media is a terrible place to build a brand.

Why would you place your brand next to a picture of your friend from high-school throwing up, when you could place your brand next to a picture of beautiful celebrity in a fashion magazine? Or in front of a high-quality network TV production?

THAT'S how branding works - the context of the ad has an effect on its value.

You can reach a billion people for cheap via spam messages, but that hurts your brand because the context is terrible.
Rating: 12 Votes
13 weeks ago
I will always love Apple ads
Rating: 5 Votes
13 weeks ago

Social media is a terrible place to build a brand.

Why would you place your brand next to a picture of your friend from high-school throwing up, when you could place your brand next to a picture of beautiful celebrity in a fashion magazine? Or in front of a high-quality network TV production?

THAT'S how branding works - the context of the ad has an effect on its value.

You can reach a billion people for cheap via spam messages, but that hurts your brand because the context is terrible.


One of the better comments I've ever read on here.
Rating: 4 Votes
13 weeks ago
So Apple is to blame for Your Verse? Somehow I'm not surprised.
Rating: 3 Votes
13 weeks ago
I'd contribute a verse about their recent advertising, but it'd just get me kicked off the forum.

I don't think most people even know they're watching Apple Ads anymore.
Rating: 3 Votes
13 weeks ago

Advertising from Apple is always delightful and absorbing. Each and every advertisement makes all of us extremely proud to be loyal Apple consumers who have a taste for the best products and experiences humanly possible. And only Apple can do this.


This made me throw up in my mouth a little.
Rating: 3 Votes
13 weeks ago
Since the great Christmas "family" ads, Apple has disappointed me with the direction they're going. I just don't feel the connection with what they're doing. What's my "verse"?? I don't care if it's from a "famous" piece, it lacks the connectivity with what Apple has created in the past. They don't even have the fantastic visuals I normally associate with Apple ads.

I think they need outside help, but maybe that's just me.
Rating: 2 Votes
13 weeks ago

The first thing I thought when I saw those genius ads: it's good that Steve from Blue's Clues can still find work.


YOU JUST MADE MY DAY!

I knew I recognized him from somewhere. The acting was superb haha
Rating: 2 Votes
13 weeks ago

Then you have to think about what the message is. Maybe social media isn't about devices but what lifestyle apps you could be using. If I'm looking at health pages, remind people of the new HealthKit. If I'm looking at vacations, remind people of iPhoto for editing those pics. Go for "you could be using Apple here..."


It's still social media.. some idiot's going to comment right below your ad saying something horrible, and totally wasting the value of your ad.

Really, social media is completely inappropriate for branding... you don't want the general public to define your brand - your brand should only be defined by you, not some idiot on Facebook.

The thing about professional media (instead of social media) is that professional editors are much better at building content that enhances associated branding.
Rating: 2 Votes
13 weeks ago
I think Apple branding was at its peak with the iPod ads, when Apple was just plain cool and everyone wanted a pair of white earbuds

http://youtube.com/watch?v=eWYhyCZWZtA
Rating: 2 Votes

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