Apple to cut marketing costs, gives priority to digital and regional ad campaigns
In an apparent effort to cut spending, the tech giant has decided to streamline its global marketing strategy. Apple has restructured the relationship with its long-time ad partner, TBWA\Media Arts Lab, to focus more on digital and region-specific campaigns, and less on translating large-scale brand campaigns for the global market.
A perfect example of these regional commercials is the Carnival-inspired “Meu Bloco na Rua” ad designed for Brazil, which launched this week to promote the iPhone 7 Plus in the country. As for Apple's digital marketing strategy, a quick search at the company's YouTube page reveals a deluge of 15-second videos, which are formatted with the intent to appear on social media rather than traditional TV.
Speaking to US advertising trade publication Adweek, a TBWA\Media Arts Lab spokesperson further elaborated on these changes: