“People familiar with the account confirm that TBWA’s Media Arts Lab will handle all creative for the iPhone, much as the agency has for iPod. The agency has handled creative duties for Apple since 1997,” Capps and Cuneo report.
“Industry watchers wondered whether AT&T’s agency of record — and TBWA’s sibling — BBDO would handle the account. Insiders say AT&T is still in discussion if BBDO will provide support advertising. The agency created the effort behind the iPhone’s predecessor, the Motorola Rokr, as it was the agency for both marketers,” Capps and Cuneo report.
Full article here.
MacDailyNews Take: It’s obviously a good thing to have Apple in control of all iPhone advertising, so why risk muddying even a little bit of the message by handing off secondary advertising creative to BBDO? Let BBDO simply execute TBWA’s creative, if they need to be thrown a bone. Apple and AT&T should present a unified Apple-controlled message for iPhone, regardless of the advertising venue.