“With Steve Jobs’ position at Apple in question, will the company — perhaps the most dynamic advertiser of the current age — continue to ‘Think Different?’ And will it do so with longtime agency partner TBWA?” Brian Steinberg wonders for Advertising Age.
“The ‘Think Different’ motto helped bring Apple back to popularity after a fallow period following Mr. Jobs’ forced departure from the tech concern in the mid-1980s,” Steinberg reports. “When Mr. Jobs returned in 1997, he immediately rehired TBWA/Chiat/Day, the agency that put Apple on the map with what has long been recognized as the best Super Bowl ad of all time: an eyebrow-raising 1984 riff on George Orwell that showed a female warrior shattering a TV screen broadcasting a ‘Big Brother’ type keeping viewers under tight control. In the process, the ad introduced the Macintosh computer to the masses.”
Steinberg reports, “At its core, Apple’s ad business has long been based on a marriage of top client executive and top creative. Mr. Jobs and Lee Clow, chairman and global director of TBWA’s Media Arts Lab and chief creative officer of the TBWA network, have been joined at the hip for years. Mulling the long-term stability of the alliance is, simply put, natural. Now, Mr. Jobs’ health is returning to the headlines. (Apple has tasked Chief Operating Officer Tim Cook with day-to-day running of the company while Mr. Jobs, who remains chief executive, attends to his well being.) And Mr. Clow is handling fewer day-to-day responsibilities.”
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