Some of the creative team members at TBWA\Chiat\Day, the go-to advertising agency that Apple has depended upon for years, are said to be at odds with Apple's Phil Schiller over the direction of Apple's latest advertising campaign.
Schiller, who largely replaced the late Steve Jobs as the advertising visionary of the Apple brand, has reportedly found it difficult to stray from the company's familiar campaign themes. In particular, Apple is expanding from the product-central ads we're used to and, instead, shifting toward concept ads that make consumers feel all warm and fuzzy about the reliability and quality of Apple devices.
But deciding how the ads should be positioned and structured has purportedly been hampered by the decreased clarity that Schiller has articulated in his vision for Apple's ad efforts. Unlike Jobs, who "got it" and knew precisely what to emphasize in the company's marketing, Schiller appears to lack that core compelling sense of direction.
The matter was chronicled Tuesday in a new BusinessWeek report.
Since his death, the meetings are run by Philip W. Schiller, senior vice president of marketing, which has meant less clarity about what the company wants its ads to say, people familiar with Apple’s advertising said. Once Jobs had made a decision, no one at Media Arts Lab argued for long. Now, its creative staff becomes frustrated more often when Schiller shoots down ideas, they said. has shown "less clarity" in what Apple's ads should convey, according to sources.
Source: BusinessWeek
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