Marketing

Apple is building a massive in-house ad agency to recapture the ‘Think Different’ glory days

Image Credit: aloschafix

Marketing and advertising are such a huge focus at Apple these days that the company is reportedly building up its own internal agency, which it intends to grow to as many as 1,000 people.

It’s an unspoken no-no in big time advertising for companies to pit an internal creative shop against that of its external ad agency, but that’s exactly what Apple is doing. Apple has also invited numerous other agencies to pitch ideas for major projects, competing with its agency-of-record, TBWA/MAL.

Apple is going even further, trying to poach some of the advertising industry’s best creative talent to join its internal agency. Apple has even recruited talent from TBWA/MAL.

A popular topic of discussion these days is whether or not Apple has lost its vision for developing new products. The question is mirrored in the advertising side of the house, which is pulling out all the stops to come up with revolutionary campaigns like its “Think Different” masterpiece.

Apple’s ads have been lackluster in recent years, and punctuated by outright blunders like the “Genius Bar” ads it ran during the 2012 Olympics. The ads were quickly pulled from the air.

An email from Apple’s VP of global marketing, Phil Schiller, to TBWA/MAL President James Vincent (unearthed during the Apple vs. Samsung patent case) revealed the company’s frustration:

“I watched the Samsung pre-Super Bowl ad that launched today. It’s pretty good and I can’t help but think these guys are feeling it (like an athlete that can’t miss because they are in a zone), while we struggle to nail a compelling brief on iPhone.”

via


Screen Shot 2014-07-15 at 10.53.56 AMOur upcoming GrowthBeat event — August 5-6 in San Francisco — is exploring the data, apps, and science of successful marketing. Get the scoop here, and grab your tickets before they're gone!  
7 comments
Patrick Xie
Patrick Xie

In a way, adding more pieces that under Apple's control can really help the company marketing wise. This step takes away an unnecessary middleman that they may not think is crucial anymore.

Michael Sylvester
Michael Sylvester

They used an external agency in their glory days, so what makes them think bringing talent in-house will deliver better creative? The larger Apple's bureaucracy becomes, the further they will be from radical thinking. Nail + Coffin.

VentureBeat
VentureBeat

That would mean people wouldn't have to buy a new MacBook every few years

Alex Perez
Alex Perez

Why not just build a better product that "sells itself?"

Scott Lightner
Scott Lightner

Maybe they could also design their hardware with a longer utility life?

Manohar Sitapati
Manohar Sitapati

Why don't they just start thinking differently for real...