Apple is one of the most valuable brands in the world, but who does their advertising?
For a company that makes so much money from its products, you’d expect them to have a huge in-house marketing team. But they don’t. In fact, it’s quite small considering how large and successful they are. What do I mean by “in house”? Some companies will hire an agency or independent contractor to handle all of their marketing needs (print ads, website design & development). Others like Apple prefer to keep things internal and do everything themselves. They’re known for having a very lean staff when it comes to marketing and advertising.
When you think about it this way, it makes sense why apple doesn’t use outside agencies for their ad campaigns…they already know what works! If there was something better than what they were currently doing (which we’ll get into below) then surely someone at Apple would be using that method instead of relying.
Apple’s advertising is handled by TBWAChiatDay
Apple has worked with TBWAChiatDay since 1997 when it signed on to work with the agency just before the launch of the iMac. TBWAChiatDay created the iconic “Think different” campaign.
Since then, TBWAChiatDay has been on of Apple’s most prolific ad agency partners. The two companies reportedly work closely together, with some reports indicating that they are part of a project-based merger instead of a traditional services agreement.
TBWAChiatDay also handles Apple’s advertising in Asia and has developed Apple’s retail marketing campaigns in addition to its traditional advertising work. According to the brand’s website, TBWA is a “partner in shaping our vision,” with ads that “go beyond clever and become part of people’s lives.”
A user on Reddit claimed to have done some work with TBWAChiatDay and commented that Apple employees are the only people allowed to see their work until it’s published, which is unusual for many advertising agencies.
The partnership between two companies has served Apple well; in 2012, Advertising Age named TBWA one of its “Agencies of the Decade” and Adweek named Steve Jobs its “Brand Genius” of the decade.
In addition to working with TBWAChiatDay, Apple does ad work in-house. In 2002, Apple established a new department called “special projects,” which is under the direction of former iPod advertising chief Robert Yavitz. The division is tasked with coming up with one-off advertising initiatives that are designed to highlight new features of Apple products.
Apple also has an in-house graphics team that is responsible for developing and servicing the look and feel of all Apple ad materials, including print ads and billboards. The graphic design team does work out of Cupertino, CA and has been responsible for print ads as well as Apple’s iconic promotional videos.
Apple has several internal departments that take responsibility for different aspects of the company’s advertising initiatives, such as iPod marketing and online ad sales. Other roles include overseeing global iPhone and iPad advertising as well as retail.
The brand also works with a number of outside agencies and has done pro bono work for charitable groups like Product (RED).
The brand’s website and apple.com/pr/advertising both serve as repositories of its advertisements, including both traditional ads and television commercials.
What is Apple’s advertising strategy?
Apple’s advertising strategy is targeted at consumers who are likely to purchase Apple products, often in the form of advertisements that showcase new devices or highlight specific product features.
Apple does pro bono work for charitable causes and has an internal ad department that handles one-off advertising campaigns designed to market Apple’s newest products.
The brand also works with outside agencies including TBWAChiatDay, which handles its most prominent advertising campaigns.
They are responsible for the “Think Different” campaign, which was launched in 1997
“Think different” is an advertising slogan used from 1997 to 2002 by Apple Computer, Inc., now named Apple Inc., while advertising its Think different ad campaign. The slogan was used in a television commercial, billboard and print advertisements to promote what Apple described as “Think Different” (alternatively written as “think differently“). The Think different campaign marked the first time that Apple had directly attacked its competitors in ads, although it did not mention them by name.
Billboards displayed for this campaign featured photographs of Muhammad Ali, Mahatma Gandhi, Martin Luther King Jr., Joan Baez, Bob Dylan, Richard Feynman and Steve Jobs.
I’m a Mac ads that were introduced in 2006.
In 2006, AppleApple released a series of twenty-four “I’m a Mac, I’m a PC” advertisements as part of their “Get a Mac” campaign. sought to introduce its Mac computers to a wider audience. The brand’s in-house ad department created the “I’m a Mac” campaign, which sought to highlight the ease of use associated with Apple products.
The slogan was used in print ads and television commercials that showed actor Justin Long portraying an average computer user who prefers Macs over PCs.
The ads were intended to target consumers who are skeptical of PCs’ ease of use and highlight the positive experiences they could have with Apple’s computers.
PCs are typically seen as being difficult to use, while Macs are known for their ease of use.
“I’m a Mac” billboards were displayed in major cities across the United States. A further ad campaign, which ran in 2009, used the slogan “Get a Mac” and showed actor John Hodgman posing as an Apple Genius.
Their advertisements are printed on billboards or shown on television screens.
Apple has also released more than fifty commercials that highlight the iPod’s voice-activated controls and touch screen interface.
In 2004, AppleApple launched the iPod + iTunes Music Store with a television commercial featuring U2’s “Vertigo” and a 60-second version of the song.
The soundtrack for this campaign was specially composed by John Hayes of Mutato Muzika, who reworked the song to match the upbeat tone of the commercial.
The ad featured the Paris metro station at Place de l’Opera.
This campaign was part of an overall strategy that sought to target potential consumers who are likely to be interested in purchasing iPods or other Apple products.
TBWA has been working with Apple since 1982
TBWA is a marketing communications company that works with a wide range of brands and businesses, including Apple. The agency has received more than 50 awards for their work on behalf of Apple.
Their campaign for the release of the iPhone 3G in 2008 won multiple awards from both the advertising and mobile industries. They were praised by Ad Age magazine as “the most effective ads of the year”.
The “iPhone 3G S” campaign, which ran in 2009 was also met with critical acclaim. That same year, Apple released a series of print advertisements that highlighted the iPhone’s built-in video camera and photo application.
The Crazy Ones
“The crazy ones” is a phrase Apple uses to describe its employees and customers.
These print ads were shot by photographer Albert Watson and appeared in major publications like “The New York Times” and “Wired”. The campaign is meant to highlight the company’s achievements and innovative spirit.
iCloud and What will your verse be?
Icloud is a cloud storage and apple server that allows users to access their files on different apple devices.
What will your verse be? is an apple ad campaign that promotes apple products by inspiring people to do great things, such as write a song or make a film using apple devices.
TBWA has done some of these ads as well as other companies such as apple. Apple does not use agencies for their advertising. They create their own campaigns and do all their work in-house.
This is one of the reasons apple has been so successful over the years because they are able to make quick decisions, since apple is a small company compared to other companies like Pepsi or coca cola which have to consult with other big agencies first.
Their advertising business is thriving and apple is very successful because of their ability to be creative and un-conventional with their ads which not all companies can do. Apple’s success also came from the idea of apple as a luxury brand, so some of apple’s campaigns were targeted towards more wealthier people who could afford apple products.
Apple’s advertising is very different from most companies because apple does not use agencies for their ads, apple makes all of the decisions themselves which gives apple an advantage over other companies. They are able to make quick decisions without consulting anyone else first which allows apple to be more creative with their ads. Apple also targeted people who could afford apple products and had the money to spend on them because apple is a luxury brand. Apple’s advertising is very successful and apple itself has been successful for all of these reasons.
Apple’s future advertising campaign
Will be “meadow” which is apple’s most current ad for apple products. Meadow is apple’s newest ad and it includes various apple product commercials such as the iPhone 8, iPod Touch, iPad Pro and more.
Apple has not used agencies in their advertising since apple was founded. Apple’s advertising mainly consisted of print and television ads that apple created themselves.
Apple has had a lot of success with their apple products over the years and apple is continuing to make apple ads in-house. One example of apple’s future advertising campaign is “meadow” which is apple’s most current ad for apple products. Meadow includes various apple product commercials such as the iPhone 8, iPod Touch, iPad Pro and more. apple has not used agencies to promote apple products since apple was founded because apple believes that they are able to make better decisions, act quickly and be creative with their advertising without consulting anyone else first which apple believes gives apple an advantage over other companies. Apple’s success also comes from the idea of apple as a luxury brand so apple targeted people that could afford apple products and had the money to spend on apple products. apple’s advertising is very successful and apple itself has been successful for all of these reasons. apple will continue with this business model in the future as well, making apple ads themselves instead of using agencies.
Apple does not use ad agencies to promote their apple products. apple believes they are able to make better decisions, act quickly and be creative with their advertising without consulting anyone else first which apple believes gives apple an advantage over other companies. Apple’s success also comes from the idea of apple as a luxury brand so apple targeted people that could afford apple products and had the money to spend on apple products.
What apple thinks the agency does not do well is create apple ads. apple believes they are better at creating their own apple ads because apple is a small company, so apple is able to make quick decisions without consulting anyone else first which apple believes gives apple an advantage over other companies. Apple has created many successful apple products over the years and apple uses this success to create apple ads. apple will continue with this business model in the future as well, making apple ads themselves instead of using agencies. apple believes they are better at creating their own apple ads and apple is vain so apple likes to have total control over their apple ads rather than sharing it with an agency.
Apple is the world’s most valuable company and one of the largest advertisers in the United States. They use advertising agencies such as TBWA, Wieden+Kennedy (WK), Media Arts Lab, Droga5 New York Studios to help them with this task. The reason they employ these companies is because they are leaders in their respective industries and have a lot of experience across different platforms like TV commercials, print ads, social media marketing and more. You can find out which agency your favorite company uses by checking out websites like Ad Age or Advertising Age that list all top brands and how much money each spends on advertising annually. What do you think about Apple’s strategy? Do you know who does their advertising?
