updated 01:27 pm EDT, Tue June 10, 2014
Company recruiting from TBWA, other ad firms
Apple is not only producing its own TV ads but "madly building" an internal ad agency, according to Ad Age. The company is reportedly telling new hires that the agency will eventually have some 1,000 workers. To staff the division Apple is said to be recruiting high-profile people from the industry, including executives from long-time Apple partner TBWA, as hinted at previously by Bloomberg.
Perhaps more significantly Apple is said to be inviting non-TBWA agencies to pitch for ad projects, and pitting TBWA against its internal agency using "jump balls" to help mine for the best ideas. The latter practice is controversial in the ad industry, and along with Apple's other tactics it may suggest that Apple's relationship with TBWA has loosened and/or deteriorated considerably.
Apple's hiring efforts are allegedly being met with a "frosty reception" in many cases, however. Some targeted executives feel that Apple has lost its creative spark. Others have complained that Apple's hometown, Cupertino, is too expensive to live in, even on an Apple-level salary.