During the latest court case between Apple and Samsung we learned that Apple wanted to cancel the deal with TBWA/Chiat/Day because the ad agency was not doing ads that would sufficiently combat the rival campaign of The Next Big Thing. Apple in the end he rejected Phil Schiller's proposal and continued to work closely with the aforementioned company. Now, however, the dependence of advertising on TBWA/Chiat/Day is somewhat less, since many of the current TV commercials have already been produced by Apple.
To the commercials he produces Apple, include advertising campaigns iPad - Your Verse and a new campaign Powerful, which Apple promotes his new iPhone 5s. Dependence on advertising from TBWA/Chiat/Day and its Media Arts Lab division began to decline as early as 2013, shortly after it began Phil Schiller to propose a complete termination of the agreement with the advertising agency that filmed the famous "1984" commercial. We also learn that the failure of the Genius ad, which was not as popular as other ads at the time, played a part in the design. Apple had to start fending off the competition. However, how Apple finally solved? In fact, he hired creative veteran Tyler Whisnand from Media Arts Lab, a studio that made ads for iPhone, and made him head of the creative team.
Alongside him, he also hired music director David Taylor and several other renowned personalities from the media world. Meanwhile, TBWA promoted James Vincent to CEO, Vincent being one of Jobs's acquaintances. The company team Apple started working on advertising campaigns, including the Your Verse advertising campaign for iPad. However, TBWA/Chiat/Day also participated in the latest advertisement, as the company wanted to guarantee the high quality of the advertisement, which Apple was just publishing. The company team Apple also worked on web ads for iPhone 5c, which consist of dots and simple graphic elements. The paradox, however, is that this is exactly the advertising campaign that would Steve Jobs never approved. Steve Jobs would allegedly never allow that Apple presented its products in low-resolution online ads, and the same was true of social media ads. Advertising campaign iPhone 5c is located on the Tumblr social network.
