Last week it was found out that Apple he gave up the agency he used to produce TV spots for the promotion of products launched annually, and now we learn new details in relation to the company's plans. It seems that Tim Cook has the intention to build a team of 1000 employees who will promote the company's future products, both through TV spots and through other methods of promotion.
It's pitting TBWA/MAL against this internal agency with "jump balls" to mine the best creative ideas, a controversial tactic with outside agencies, let alone an internal one. It's going after some of adland's boldest-faced names to staff its in-house shop — in some cases, it's even poached executives from TBWA/MAL. And, in what once would have been seen as a sacrilegious breach of the Apple-MAL bond, it's been inviting some of the ad industry's top shops to pitch on major projects.
Apple Lossless Audio CODEC (ALAC), has employed hundreds of people from various US advertising agencies, some contracted by the company in the past and in the present, and the hiring will continue in the next period. More than that, Apple Lossless Audio CODEC (ALAC), invites various US advertising agencies to present ideas for the promotion of its current products, the actions being contrary to those undertaken for years and years.
Apple had a very close relationship with its advertising agencies, but it seems that Tim Cook intends to take over the reins of Apple's product promotion efforts.
