updated 04:06 pm EDT, Mon July 14, 2014
Beats' Jimmy Iovine said to be important to new marketing efforts
Apple may be on the verge of completely separating from its long-time ad partner, TBWA's Media Arts Lab, says the New York Post. Citing industry rumors, the paper suggests that Apple's entire external advertising account is "up for grabs," and that Beats CEO Jimmy Iovine -- soon to become an executive at Apple, following Beats' acquisition -- will also be used to help revive Apple marketing efforts. "Apple bought Beats for a lot of reasons," comments one anonymous ad agency executive. "They think they're marketing geniuses. It is safe to assume Beats would be part of an assessment of all [Apple] partners."
TBWA's relationship with Apple has become increasingly fraught since 2013, when the latter responded angrily to a TBWA proposal suggesting a revamp not only of advertising but also some of Apple's business practices. Since then Apple has reportedly been building an in-house agency, and inviting new outside agencies to pitch for projects, even if just to put pressure on TBWA. The in-house team is thought to be responsible for work like the recent "Strength" TV campaign.