karlheiselmanKarl Heiselman, Global CEO of branding agency Wolff Olins is set to leave his position to join Apple in a marketing communications role, reports Ad Age. The move comes as Apple works to double the size of its in-house creative design team as competition from Samsung and Android heats up.

Mr. Heiselman confirmed by email that he accepted "an exciting new role at Apple after 14 fantastic years at Wolff Olins," but referred further questions to Apple. An Apple spokeswoman declined to comment.

Wolff Olins describes itself as a "brand and innovation firm for the future," specializing in helping leaders reinvent their business or category. The company claims multiple high-profile clients, including AOL, Mercedes-Benz, Target, DoCoMo, and Apple's charity partner (Product) RED.

Heiselman's expertise in brand innovation could come in handy at a time when Apple is aiming to bolster its brand image. The company began working to boost its in-house design team numbers back in September and has also recently partnered with four new advertising agencies.

Apple has faced increasing pressure from competitors like Samsung over the course of 2013, with the company reportedly being unhappy with Samsung's "The Next Big Thing" advertising campaign. Its growing in-house design team and its new partnerships come as it prepares to release a multitude of new products later in 2014, including the iPhone 6, the iWatch, revamped MacBooks including a new ultrathin 12-inch MacBook Air, a lower-cost iMac, updated iPads, and a new Apple TV set-top box.

Heiselman previously worked for Apple as a design contractor in the early 1990s, before Steve Jobs took over the company. It's unclear what his exact role will be at Apple after his return.

Top Rated Comments

mdelvecchio Avatar
91 months ago
I've been wondering that since this year began.

It's not getting better.

Products are stalling, except for iProducts, and a lot of bizarre decisions and behavior are coming from the top. Apple could take a giant slide over the next few years.
doom! dooooom! apple is SO DOOMED!! any year now. yep, aaaany year...

----------



If this hire means we're in for another year of being told we are 'holding it wrong', I'm starting to feel sick to my stomach.
the iPhone 4 antenna issue was fiction. they still sell it and it continues to work just fine. any phone gripped hard enough over its antenna will register signal degradation, and the YouTube vids of it happening to all phones are easy to locate.

If you have the right products, word of mouth speaks for itself and you don't need to create BRAND.
not so. building a greet product is the first step. advertising and marketing are very real needs. consumer spending habits don't change themselves.

----------

Well lots of the people that made apple what it was under Jobs, have retired, moved on, quit, been fired, or died. It's really a completely different group of people now.
actually you have no idea what you're talking about -- unless you work in apple and can produce a comprehensive staffing report. but you don't, and you can't.


Unfortunately, as artists, they had a tendency to try to give me what THEY knew was best, instead of what *I* thought was best.
it's called product design. they have to make a million decisions because no product is magic and must be clearly defined prior to production. if you want something that you think is best, then get into painting.


Now that Apple isn't really run by artists any more,
oh dear lord.

----------

Is Apple really this nervous ?

no. it's just your narrative to believe they are. I'm not sure why...apple is the biggest, most successful, most profitable tech firm in the history of the human race.
Score: 5 Votes (Like | Disagree)
Zxxv Avatar
91 months ago
So what can we expect? an apple blowing a samsung...out of the water?

this guy was responsible for the 2012 UK olympics symbol that is almost universally accepted as Lisa Simpson giving a blow job. The others believe it to be a ZIONist sign. Does anyone at apple know what they're doing anymore?
Score: 5 Votes (Like | Disagree)
Ryth Avatar
91 months ago
Apple has faced increasing pressure from competitors like Samsung over the course of 2013...

I mean really? Pressure? As shown in the court documents today, Samsung is LYING about their sales.

Samsung's internal documents indicate that the company's own public representation of its competitive position in the tablet market was not true, and that the company appears to have intentionally misled its own investors and the analysts covering its business with false statements about the health of its tablet sales.

I think everything Samsung has done is all smoke and mirrors...it's a shame the majority of analysts don't care about integrity.
Score: 5 Votes (Like | Disagree)
notrack Avatar
91 months ago
Hmmm, hope none of this will come to the Apple brand. I understand that they want to further develop the brand and maybe make a bigger step at once. But I hope it won't go towards neon/grafitti/childish/cheap/80s.
Score: 3 Votes (Like | Disagree)
albusseverus Avatar
91 months ago
Judging by the discussion, somebody needs to spell this out—Brand is a public relations fiction in service of one purpose only—the PR company's first priority—to convince a customer that they need PR.

"Consultants" convinced gullible companies that they could reproduce Apple's "cool and success", not by developing deeply thought-out products (ingeniously against the conventional wisdom), but by buying more PR to get themselves a "brand"?

If this hire means we're in for another year of being told we are 'holding it wrong', I'm starting to feel sick to my stomach.

If you have the right products, word of mouth speaks for itself and you don't need to create BRAND.
Score: 2 Votes (Like | Disagree)
Lesser Evets Avatar
91 months ago
Does anyone at apple know what they're doing anymore?

I've been wondering that since this year began.

It's not getting better.

Products are stalling, except for iProducts, and a lot of bizarre decisions and behavior are coming from the top. Apple could take a giant slide over the next few years.
Score: 2 Votes (Like | Disagree)

Top Stories

samsung experience 1

Samsung's 'iTest' Lets You Try a Galaxy Device on Your iPhone

Thursday April 8, 2021 12:42 pm PDT by
Samsung has launched "iTest," an interactive website experience that's designed to allow iPhone users to test out Android on a Galaxy device, or "sample the other side," as Samsung puts it. Subscribe to the MacRumors YouTube channel for more videos. The iTest website is being advertised in New Zealand, according to a MacRumors reader who came across the feature. Visiting the iTest website on...
sonny 2021 ipad mini pro dummies

Leaked Dummy Units Show iPad Mini 6 With Thick Bezels and Home Button, New iPad Pro Models

Thursday April 8, 2021 2:11 am PDT by
Rumors suggest Apple will release refreshed versions of the iPad mini and iPad Pro models in the first half of this year, potentially as soon as this month, and a new leak today has provided us with a possible preview of what to expect in terms of the devices' overall design and camera prospects. Tech leaker and Apple blogger Sonny Dickson this morning shared images on Twitter showing dummy ...
fake airpods 3

Counterfeit 'AirPods 3' Hit the Market Prior to Official Announcement

Friday April 9, 2021 2:45 am PDT by
Apple is expected to launch the third iteration of AirPods in the third quarter of this year. Rumors and reports suggest the new AirPods will feature an updated design more in line with the AirPods Pro, but lacking in "Pro" features such as active noise cancellation. Despite AirPods 3 not yet being officially announced by Apple, counterfeit products of the unreleased earbuds have already hit ...
iMessage Android featured

Apple's Rationale for Not Bringing iMessage to Android Revealed in Legal Documents

Friday April 9, 2021 2:22 am PDT by
It's no secret that Apple sees iMessage as a big enough selling point to keep the service exclusive to Apple devices, however new court filings submitted by Epic Games in its ongoing lawsuit with the company reveal just how Apple executives have rationalized their decision not to develop a version of iMessage for Android. Apple clearly recognizes the power that iMessage has to keep users...
nba tracking prompt orange

Two-Thirds of iPhone Users Expected to Block Ad Tracking

Friday April 9, 2021 7:19 am PDT by
As many as 68 percent of iPhone users are expected to deny advertisers permission to track them thanks to Apple's App Tracking Transparency feature, in what is beginning to look like a significant blow to the advertising industry (via AdWeek). With the launch of iOS 14.5, apps will have to receive explicit user permission before accessing an iPhone's advertising identifier or IDFA, which is...
iPhone 13 Battery Life Feature

DigiTimes: iPhone 13 Pro Models to Feature 120Hz ProMotion Refresh Rate and 15-20% Less Power Consumption

Friday April 9, 2021 12:52 am PDT by
The two premium "Pro" models of the upcoming iPhone 13 lineup will be equipped with a low-power LTPO display, enabling the iPhones to have a 120Hz refresh rate, according to industry sources cited by Taiwanese publication DigiTimes. According to today's paywalled report, Apple suppliers Samsung and LG Display are in the process of converting parts of their production capacity to produce LTPO ...
ehric

iPhone 12 Mini Missing From Top 5 Best Selling Smartphone List of January 2021

Friday April 9, 2021 4:58 am PDT by
According to market data compiled by Counterpoint Research, Apple's smallest iPhone since the 2016 iPhone SE, the iPhone 12 mini, struggled to obtain a spot in the top five list of best-selling smartphones in January of this year. According to the market data, the iPhone 12 mini came in eighth place for the best-selling smartphone worldwide in the first month of the year. However, the iPhone ...
Top Stories 56 Feature

Top Stories: 'Find My' Expansion, iPhone 13 Pro Mockup, Largest-Ever iMac?

Saturday April 10, 2021 6:00 am PDT by
Apple's AirTags may still be nowhere to be seen nearly two years after signs of them were first discovered, but Apple this week launched its Find My network accessory program that will let third-party devices integrate with the Find My app on Apple's platforms to make it easy to keep track of your items. This week also saw fresh rumors about the upcoming "iPhone 13" and new iMacs, while...
fortnite apple featured

Epic's Case Against Apple in Australia Might Be Over

Friday April 9, 2021 12:21 pm PDT by
Epic Games and Apple are involved in a highly public lawsuit in the United States, but Epic has also sued Apple in other countries, including Australia, in an attempt to boost its chances of getting a favorable ruling. Things aren't quite going Epic's way, however, as the justice overseeing the case today decided that he's going to let the two companies battle it out in the United States. ...
Apple TV Ray Light Teal Film

Apple Wants to Draw Subscribers to Apple TV+ With More Feature Films

Friday April 9, 2021 10:27 am PDT by
Apple is ramping up its efforts to produce feature films, according to a new report from The Information. Apple has a limited number of high profile films already, including "Palmer," "Cherry," and "Greyhound," and sees it as a way to draw more people into Apple TV+. Apple has been telling studio executives that it is aiming to do more than 10 to 12 original movies per year for Apple TV+,...