Apple is in the process of changing the method by which it promotes its products globally, moving from a global strategy to a regional one. More precisely, those from Apple have restructured their relationship with the advertising agency TBWA\Media Arts Lab to place greater emphasis on digital and regional campaigns instead of global ones.
As a result of the changes, many people lost their jobs in the offices of the advertising agency, the Apple company also reducing investments in global advertising campaigns. As a result of the change, the increase in popularity of the Apple brand would decrease including in the digital environment, but the company assumes this problem as a result of the change in the way of promotion.
The interest of those from Apple to localize their advertisements for the markets in which they sell their products has the role of attracting more interest from customers. By linking the product to what is happening in the market in which it is sold, the Apple company makes sure that people look more closely at the ads and could create a connection with it.
Last week, Apple released a special ad for the Rio Carnival promoting the iPhone 7 Plus, and more such ads will appear in the future. This change has been in the works for some time, and Apple has launched a multitude of regional ads in the meantime, so it remains to be seen what it will do in the future.
"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. We will also have greater integration with media partners at OMD."
