Source: Adweek
Apple has restructured its relationship with TBWA\Media Arts Lab and will now shift focus from localising brand campaigns to strenthening their regional and digital efforts.
According to AdWeek, Over the past few years Apple has been bringing global campaign work in-house, and has been using the agency’s regional teams in London and Tokyo, for instance, to translate that overarching campaign idea for local audiences.
Now the company wants regional teams to focus on creating bespoke digital and social work for the market they operate in.
“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 localisation and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills.”
AdWeek suggested this streamlining of its global marketing efforts is linked to a cut in marketing spend, and as a result there have been a number of staff reductions at TBWA\Media Arts Lab’s Los Angeles headquarters and other offices around the world.
The Media Arts Lab network’s translation and transcreation teams are believed to be among those most affected by the downsizing, however it has made new hires in digital and social media.
