While Apple has worked with creative agency TBWA Media Labs for decades, this week it’s suggested that they may be ready to move on. With Beats under their wing, Apple is said to be pushing for a new direction in the audiovisual elements they present to the public in the form of advertisements and billboards and everything in-between. "Shortlist" is the word, and one of the list members appears to be Beats CEO Jimmy Iovine.
According to the NY Post, Apple will "look to … Jimmy Iovine … to help it regain its marketing mojo." What’s not clear is whether or not Apple plans on working with Ammunition Group. This group of designers, not Jimmy Iovine, is responsible for creating the Beats look.
"Ammunition works in close partnership with Beats across product design, identity, and packaging to create an incredible experience for fans wherever they meet the product." - Ammunition
Meanwhile Samsung has hit Apple with another advertisement directed at a perceived weak spot in the iPhone giant: battery life. The advertisement you’re about to see was created by TBWA Media Labs.
The NY Post also speaks about the following advertisement as an example of how Beats puts out amazing video spots. This advertisement was created with ad agency R/GA. R/GA is not part of Beats, and they’re not part of Apple.
If Apple needs to revamp their advertising face, they’re going to have to do more than speak with Iovine. The NY Post article suggests that Iovine is "rumored to be on Apple’s short list for new creative representation." According to Ad Age, Apple is looking to its in-house advertising and image collective to start - it may be that Iovine will take part sooner than later.