|Why is Apple Fighting with Their Agency?
By: Brian Keller
NWRUS: No Way Are You Serious
Everyone has an opinion on advertising, from the heads of marketing to the heads of advertising to the regular people like us.
The end of the world is coming. Apple’s in a tussle with TBWA/Chiat/Day (Media Arts Lab). The wonderful partnership between them is suffering. Why is this happening? Why is it playing out in public? What’s going to be the end result of this “marital” battle?
TWDAH: That Was Dumb As Hell (Apple)
Apple’s Head of Marketing Phil Schiller and James Vincent of Media Arts Lab have been arguing.
James Vincent/TBWA proposed a meeting to discuss brand likability, employee behaviors, etc. The ad proposal is to “change the conversation” with a focus on differentiating the iPhone from the Galaxy –
HE MEANT: “We need to let you (Apple) know that Galaxy is kicking butt. Apple has become smug and people are starting to rebel. The new operating system on the iPhone blows. There is nothing new. We can’t say that to you, though.”
TBWA also proposed regular meetings to undertake “more open and expansive ways to experiment with ideas.”
HE MEANT: “Our historic partnership has been based on trust and listening. Trust is eroding. No one (agency or client) is listening. We need to talk. Galaxy is kicking butt.”
NO WAY/YDAH: You’re Dumb As Hell (Chiat)
Apple’s Schiller didn’t buy. “To…suggest Apple needs to think dramatically different about how we are running our company is a shocking response.”
HE MEANT: “We’re not doing well. Our new computer? No one cares. Our new iOS (iPhone) blows. Galaxy is evil and kicking butt. We have nothing exciting. We’re blaming you. Suck it up. Maybe Steve can figure how to come back.”
Phil Schiller also shot down the prospect of giving Chiat more leeway to develop ideas that haven’t received a review
HE MEANT: “We can’t give you leeway for new ideas. We don’t have any ideas ourselves. There is nothing to review.”
He sort of apologized, but then Apple “blamed the agency for much failure and frustration with the iPhone vs. Galaxy positioning — and no inventive campaign solutions.”
HE MEANT: “We haven’t done anything (technologically) that’s a breakthrough in ages. You construct a ‘killer’ campaign based on this brief: We have nothing new to offer. Our rabid consumers don’t know that yet. Do something soon. We haven’t done anything to address this failure of ours in ages, WITH YOU, yet, but WE WILL.
Apple hasn’t been impressive lately. All public whining should end. This time, blaming the agency is not thinking different.
OMG! Opinions are popping up all over.
We used to love opinions that we found in magazines, newspapers, TV, radio, and books. We would be appalled and/or uplifted, and if inspired we’d figure out how to reach the author. We’d write. We’d wait for a response, which came or not. If there was no response our opinion, etc., would die.
Then, the web log, which is a longwinded way to say “blog,” arrived: “A personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis.”
BTB (before the blog), the idea that regular people argued about advertising was probably almost non-existent. Now, we find that people do talk “ad” and with a passion that leads some opinions “off topic” but which brings much personality, even if the subject changes and changes back.
Be happy, bloggers. People are reading.
A woman gives her opinion on a lovely piece of work from (Carte Noir) France. She didn’t like it. Or did she? How does she respond to pressure? Her supporters and detractors battle for and against her opinion.
The discussion is supposed to be about Barbara’s (names changed) opinion on a commercial.
Barbara: No, def not "the most unbelievably gorgeous food shots evah." It’s not even tempting me to eat it! Looks very plastic!
Dale: Wrong, What the f… are you looking at? Check this out. (I can hardly stop myself from licking the screen.)
Guest: STFU, Barbara. No one cares
Barbara: Neither about you.
DAX Human: Don't you have a street corner to go stand on, Barbara?
Barbara: Your mother is standing there. Besides, I'm not interested.
Kale.blank.com: I have to agree with Barbara. Those titles are so misleading. It's a really, really nice video. Very mesmerizing. But I was expecting more than one type of food, and besides, the final shot looks way too glossy.
Barbara: Thank you! Finally somebody nice and polite who can understand my different opinion.
Not that (Britney Spears): Barbara, STFU. No one cares about your dirt bars.
Barbara: Don't be so limited. I just gave an example of food being beautifully shot, but it doesn’t look real.
Grégory J: Barbara, c'mon girly, let's not be embarrassing ourselves, here...
Barbara: Why are you so passive and aggressive! I just wrote my opinion! That's what for the “comment option” is. Why are you getting so offensive?!
H: It’s the Internet. Trolls seek opportunities to be offensive.
DAX Human: Yes, and Barbara is an offensive troll.
SBT (SORRY BOUT THAT): Barbara! ):
There you go. A fully thought out or fought out discussion on this brand. Dig and see amazing comments on advertising all over. We’re sure most bloggers were not expecting comments from “civilians.”
Brian Keller is the Creative Director at teeny agency in Baltimore. He graduated from the University of Maryland (English), went to grad school at NYU (Cinema Studies), & attends University of Baltimore School of Law.
Brian's been working primarily in the digital space for years but enjoys all communications avenues.
He has built the creative departments at two agencies.
He likes skateboarding with his son. He also falls off his skateboard and amuses his son. When not amusing his son or riding bikes or playing basketball or working he writes for Beyond Madison Avenue & that's why Beyond Madison Avenue appears twice in this sentence.
Find him online here and at www.teenyagency.com.
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