Apple shifts global marketing strategy
Apple has restructured its global marketing strategy by directing its ad agency, TBWA/Media Arts Lab, to focus more on creating regional and digital campaigns. This marks a shift away from localising big brand campaigns for regional markets. The tech giant wants to invest in social, digital, data analytics, strategy and content creation, and has integrated further with its media allies at global agency OMD. The company has cut its marketing spend, leading to reductions in staff numbers at TBWA/Media Arts Lab. However, the precise number of layoffs at the agency has not been made public. 

The tech giant has restructured its relationship with its ad agency, TBWA\Media Arts Lab, to focus more on creating digital and regional campaigns—and less on translating, or “localizing,” big brand campaigns for global markets.

“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 Adweek. “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.