TBWA


'TBWA' Articles

Advertising Legend Behind Apple's Iconic '1984', 'Think Different', and Mac vs. PC Campaigns Retires

The creative mastermind behind some of Apple's most iconic advertising campaigns announced his retirement today. Lee Clow Lee Clow, the Global Director of Media Arts at Apple's advertising agency partner TBWA, will move into an advisory role as Chairman Emeritus of TBWA\Media Arts Lab, a division of the agency he founded in 2006 to exclusively serve Apple. His iconic, award-winning career spanned five decades. Over a 30-plus-year partnership with Apple, Clow worked on some of the company's most famous campaigns, including its "1984" ad for the original Macintosh, "Get a Mac" series of Mac vs. PC ads, "Think Different" slogan after Steve Jobs returned in 1997, and colorful silhouette ads for the iPod and iTunes. Apple CEO Tim Cook reflected on Clow's legendary career:During his long partnership with Steve and Apple, Lee told powerful visual stories that elevated new technologies with the passion, creativity and ingenuity that define our own humanity. He helped Apple carry itself through times of challenge, and his work inspired audiences to look beyond the horizon as an exciting future came into view. Lee's body of work over five decades hums with cleverness, warmth and enthusiasm—and there is no doubt that it will inspire and motivate generations of 'Crazy Ones' still to come.A look back at some of those ads: TBWA\Media Arts Lab will continue to serve Apple around the world, led by executives Katrien De Bauw and Brent

Apple Shifts Towards Digital and Regional Ad Campaigns

Apple's shift towards regionally-focused digital and social media campaigns, and away from translating broader TV-focused campaigns for global markets, has led to layoffs and reorganizational efforts at its longtime global advertising partner TBWA\Media Arts Lab, according to Adweek. The agency's translation and transcreation teams were naturally among those hardest hit by the downsizing, the report claims. The exact number of employees laid off was not revealed, but the staff reductions are said to have occurred at TBWA's Los Angeles headquarters and other offices around the world. Nevertheless, the report said TBWA expanded other departments, most prominently digital and social media. The agency said its new operating model will allow it to "keep pace with the way people consume media and content," which increasingly involves platforms such as Instagram, Snapchat, Facebook, and YouTube.“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 Adweek. “This will result in a reduction in areas such as localization and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills. We will also have greater integration with media partners at OMD.”A recent example of Apple's regional work is "Meu Bloco na Rua," a Brazilian Carnival-focused video promoting Portrait Mode on iPhone 7 Plus. Apple shared the 90-second spot on its YouTube account in Brazil last week ahead of the Carnival beginning on the