Apple is 'Madly' Building an Internal Ad Agency Which Will Eventually Have 1,000 Workers

Apple is 'Madly' Building an Internal Ad Agency Which Will Eventually Have 1,000 Workers

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Apple is 'madly' building an internal ad agency which will eventually have 1,000 workers, according to AdAge.

Apparently, TBWA/Media Arts Lab was presenting an idea to the company recently when the Apple executive across the table stopped the proceedings and handed over another idea, saying, "We like this better." The ad was created by Apple's in-house shop.

Amid criticisms that it has failed to innovate, Apple is increasingly taking marketing into its own hands. It's madly building an internal agency that it's telling recruits will eventually number 1,000 -- the size of Grey Advertising. It's pitting TBWA/MAL against this internal agency with "jump balls" to mine the best creative ideas, a controversial tactic with outside agencies, let alone an internal one. It's going after some of adland's boldest-faced names to staff its in-house shop -- in some cases, it's even poached executives from TBWA/MAL. And, in what once would have been seen as a sacrilegious breach of the Apple-MAL bond, it's been inviting some of the ad industry's top shops to pitch on major projects.

While Apple seems to be pushing forward with its plans, some don't feel a creative energy from the company.

"I don't feel that energy from Apple," said one top agency exec approached for a post. "The revolution has come and gone, and I'm not sure a job at Apple would be a creative opportunity. If I were going to go brand-side, there are a lot more interesting companies I'd rather work for, like Coke or Pepsi."

Apple SVP Phil Schiller, exploded on TBWA/Media Arts Lab, the company's advertising agency, in a recently uncovered email exchange made public thanks to its Apple's trial against Samsung. Schiller initially forwarded a link to the WSJ's report entitled 'Has Apple Lost Its Cool to Samsung' saying, "We have a lot of work to do to turn this around". Check out the entire exchange which may have led Apple to pursue its own ad agency.

Earlier this month, Bloomberg also confirmed that Apple was moving its ads in-house.

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Apple is 'Madly' Building an Internal Ad Agency Which Will Eventually Have 1,000 Workers
Zadok - June 12, 2014 at 4:03am
IMHO: Apple is trying to get their location-based marketing tool, iBeacon, among other agency-type stuff. They aren't just going to create their own marketing/advertising products. They will take on the agency players by offering 21st century marketing technology. Apple will take the business by storm.
Ibeasley - June 11, 2014 at 3:42pm
Apple doesn't really need ads anymore. Apple products sell themselves. Other companies need to use gimmicks and ads to compete with apple. But Word of mouth (social networking nowadays)travels farther then corny ads that most people dont even pay attention to. But thats just my opinion
Nat - June 11, 2014 at 3:43pm
You have a point.
Bright Side - June 11, 2014 at 4:24am
Deep in the never ending ballsack of cum spew, that says it all.
DarkSide - June 11, 2014 at 4:23am
Ha! Those Samsung ads reeeeaaallly stung didn't they.
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