“Madison Avenue is betting that Apple’s advertising business is headed for a shake-up — and knows just the man to do it,” Claire Atkinson reports for The New York Post.
“Ad executives salivating over the juicy prospect point to signs that the tech giant is tiring of longtime creative agency TBWA Media Labs after 30 years and is ready to put its entire account up for grabs,” Atkinson reports. “What’s more, the industry is buzzing that Apple will look to music maestro Jimmy Iovine, the boss of newly acquired Beats headphones and its sister music-streaming service, to help it regain its marketing mojo.”
“‘Apple bought Beats for a lot of reasons,’ said one new business executive at a top agency. ‘They think they’re marketing geniuses. It is safe to assume Beats would be part of an assessment of all [Apple] partners,'” Atkinson reports. “Apple CEO Tim Cook is clearly looking to kick off a new luxury era in Apple’s approach to advertising under marketing boss Phil Schiller. Apparently, Schiller, who has been fending off criticism from even Apple board members, came close to firing TWBA over lame ads. An e-mail from early 2013 that came to light this spring as part of a Samsung lawsuit included this embarrassing note to the agency: ‘I now have Apple board members asking ‘what is going on with advertising and what are you going to do to fix it?’’ wrote Schiller.”
Read more in the full article here.