Apple Inc. May Replace TBWA With Iovine For Marketing [REPORT]

Apple Inc. (NASDAQ:AAPL) may choose Beats’ co-founder Jimmy Iovine over longtime ad-agency TBWA to revive the brand’s marketing operations, according to a report from the New York Post. One of the unnamed executives said that the iPhone maker has taken over Beats for more than one reason, and marketing is one of them.

Apple Inc. May Replace TBWA With Iovine For Marketing [REPORT]

Hints of souring relationship between Apple and TBWA

The executive mentioned about the email communication that was revealed in April during Apple Inc.’s second California court case against Samsung. Apple SVP of Worldwide marketing Phil Schiller conveyed his concerns to TBWA over Samsung’s increasing marketing expertise.

Apple marketing strategy was questioned by the Wall Street Journal that asked “Has Apple Lost Its Cool To Samsung?” In a series of mails, Schiller asked TBWA that a lot of work is to be done to rebound. TBWA/ Media Arts Lab is a subsidiary of TBWA/Chiat/Day and is wholly concerned with the Apple Inc.’s marketing operations. The firm responded with a memo reading that the iPhone maker needs to make across the board organization changes.

There have, also, been reports that TBWA is finding it difficult to work under Schiller’s style of management after Apple cofounder Steve Jobs passed away in 2011. Back in June, a report emerged that the iPhone maker is on hiring spree in sales and creative personnel department, and will build a team of around 1000 employees.

According to a recent survey, the effect and reach of Apple ads made by the TBWA was comparatively more than the in-house ones.

Was marketing better under Jobs?

Steve Jobs did not take the marketing lightly, which was reflected in the brand, but after his death the company started losing on ads and marketing. During Jobs, Phil Schiller was never too much into the slogans or in ads or creative concepts. Steve Jobs took the marketing and advertising as something that requires every minute detail to be worked upon. The experts believe that when a company works in the absence of a CEO for whom the marketing was not just an addendum, mistakes happen and in the absence of Jobs, Samsung got the strength to attack Apple with direct hitting ads.

Recently, Samsung Galaxy ads take a drag on Apple, mocking people, who wait for a new iPhone in line.

About the Author

Aman Jain
Aman is MBA (Finance) with an experience on both Marketing and Finance side. He has worked as a Risk Analyst for AIR Worldwide, and is currently leading VeRa FinServ, a Financial Research firm. Favorite pastimes include watching science fiction movies, reviewing tech gadgets, playing PC games and cricket. - Email him at