Adbrands Weekly Update 24th July 2014: Ads of the Week: "Stickers".
A new approach, or actually more like a return to the old, in the new spot for Apple, which focuses attention back on the product than on its users. TBWA Media Arts Lab presents another strong argument for keeping hold of its itchy-footed cornerstone client. And no excruciating
"chicken fat", definitely our least favourite ad soundtrack so far this year.
Adbrands Weekly Update
10th Jul 2014:
Omnicom announced a change of CEO at its TBWA network, currently
wrestling with several restless clients including Apple and Nissan (which this
week cut the network from the global review of its premium brand Infiniti). Tom
Carroll, CEO since 2007, has stepped down in favour of Troy Ruhanen, previously
group EVP at Omnicom and seen as something of an agency troubleshooter. Before
taking up that role at the parent group, Ruhanen spent many years at sister
network BBDO, latterly as Americas CEO. Carroll remains chairman of the TBWA
Group, working alongside network chairman Jean-Marie Dru.
Adbrands Weekly Update 12th Jun 2014: Ads Of The Week: "House Match". TBWA\ChiatDay follow up Leo Messi's dream with another likeable spot in which star players get to behave like real people. In fact, of course, footballers really do all sit around
with each other all day playing video games. (When they're not making ads, that is). What happens next in this spot is, we feel, rather less common. Victoria is going to be seriously p*ssed off when she gets home.
Adbrands Weekly Update 12th Jun 2014:
TBWA is close to losing one its biggest and most prestigious clients following a move by Apple to take much if not most of its TV advertising inhouse. Several recent campaigns - including last year's widely admired "Pencil" for the iPad Air - have in fact been developed by an
inhouse team which includes at least two people previously employed at TBWA's Media Arts Lab (MAL), the unit created specifically to handle Apple creative. The scale of the shift only became apparent with the release last week of no less than five new spots developed inhouse,
including one for Apple's new Health app and four for the iPad featuring travel writer Cherie King and composer Esa-Pekka Salonen. The rift was first revealed earlier this year when private emails between MAL CEO James Vincent and Apple marketing chief Phil Schiller were disclosed in court during the manufacturer's patent battle with rival Samsung. They were written in early 2013 at around the time Samsung started making fun of Apple's claim to be the "next big thing"
in ads for the launch of
its Galaxy 4. A concerned Schiller sent Vincent a copy of a Wall Street Journal article asking "Has Apple lost its cool to Samsung?". However Vincent's response appeared to blame the negative media coverage on Apple's failure to introduce any big new products. He suggested Apple needed to "think
different" again as it had in 1997, at the time of its effective reinvention under Steve Jobs. Schiller was shocked and outraged, and told Vincent so in no uncertain terms. Despite an apology from Vincent, the relationship between the two sides was clearly damaged, prompting Schiller to email
Apple CEO Tim Cook that "we may need to start a search for a new agency... We are not getting what we need from [TBWA\MAL] and haven't been in a while." Cook replied "If we need to do this we should get going." Apple promptly added several other digital agencies to its
roster, but it also began assembling what is now a huge internal agency, expected to top 1,000 employees by the end of this year.
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Adbrands Weekly Update
29th May 2014: Ads Of The Week "The Dream". Only two weeks to go
now, and here comes the first big blast from official World Cup sponsor Adidas,
featuring all its key endorsement partners, including Mr Ubiquitous Leo Messi. TBWA\ChiatDay
in Los Angeles developed the spot, proving that Americans do understand
"soccer" after all, and it's helmed by Brazilian director Fernando Mereilles, best known for the extraordinary City Of God movie. We're relieved to
see that Messi still dreams about football and not about sponsorship
contracts - oh hang on, they're one and the same here. Great editing
anyway, and a nice job of building the tension for kick-off.