"Apple has restructured its relationship with TBWA\Media Arts Lab that will see it spend less time trying to localise brand campaigns, and instead ramp up efforts on its regional and digital output. According to AdWeek, Apple has been moving the big-budget global campaign work in-house over the past few years and has been using the agency's regional teams in London and Tokyo, for instance, to translate that overarching campaign idea for local audiences."
""TBWA\Media Arts Lab is reorganizing and introducing a new operating model to keep pace with the way people consume media and content," an agency spokesperson told the advertising title. "This will result in a reduction in areas such as localisation and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills.""
Apple restructured its relationship with TBWA\Media Arts Lab to reduce localisation of brand campaigns and increase focus on regional and digital output. Apple moved big-budget global campaign work in-house over recent years and used the agency's regional teams to translate overarching campaign ideas for local audiences. Regional teams will now focus on creating bespoke digital and social work tailored to their markets. São Paulo's Lew'Lara\TBWA launched 'Meu Bloco na Rua' to coincide with Carnival. TBWA\Media Arts Lab is reorganizing, reducing localisation roles while investing in digital, social, data analytics, content creation and strategic skills. Some translation teams faced downsizing while new hires were made in digital and social. Apple has not commented.
Read at The Drum
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