Patrick Coffee, the AdWeek editor who, over the past few years has gone through an amazing and admirable transformation from purveyor of lowest common denominator agency gossip to author of insightful and detail-rich articles about the inner working of ad agencies, is out with a new piece examining Apple's shifting global marketing strategy and the reworking of its relationship with TBWA\Media Arts Lab.
Chief among the changes are a shift from the translation of high level brand campaigns into localized campaigns for individual markets to a focus on creating original regional-specific campaigns.
Explaining the shift, a TBWA\Media Arts Lab spokesperson said, “TBWA\Media Arts Lab is reorganizing and introducing a new operating model to keep pace with the way people consume media and content. This will result in a reduction in areas such as localization and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills. We will also have greater integration with media partners at OMD.”
The shift in focus has resulted in a bit of a downsizing at the LA office of TBWA\Media Arts Lab as well as at other agency locations. No one from Apple, of course, is commenting on the cuts and, as well, Apple has recently taken a slice of its brand work in house. It would appear more agency manpower will be allocated towards the creation of these smaller, more localized campaign efforts.