Ad Age has a new comprehensive report on Apple’s shifting strategies in advertising and marketing, claiming the company is “madly building an internal agency that it’s telling recruits will eventually number 1,000.” The article starts with an anecdote about a pitch from Apple’s longtime ad agency partner TBWA/Media Arts Lab being spurned in favor of an Apple in-house ad. That’s by design, as Apple is reportedly creating more direct competitions between TBWA/MAL and its own internal agency “with ‘jump balls’ to mine the best creative ideas, a controversial tactic with outside agencies, let alone an internal one.” One source said Apple has always used such techniques, but they’ve become more obvious since Apple’s internal agency is now winning most of those “jump balls.” Apple is also inviting other agencies to make pitches on major projects.
While Apple has poached a few top advertising names — including a number of recruits from the noted Portland, Oregon-based ad firm Wieden & Kennedy — candidates still have concerns, including skepticism about the company’s creative direction. “I don’t feel that energy from Apple,” said a top agency exec who was approached by Apple. “The revolution has come and gone, and I’m not sure a job at Apple would be a creative opportunity. If I were going to go brand-side, there are a lot more interesting companies I’d rather work for, like Coke or Pepsi.” Another executive cited the high cost of living in Cupertino as an issue. The article adds a tremendous amount of background to a recent report noting Apple was now producing more ads in-house; the move wasn’t completely surprising considering Apple marketing chief Phil Schiller’s vocal displeasure with Media Arts Lab, as seen in January 2013 emails released in an April report.