Apple’s ‘Changing Needs’ Lead To 50 Job Cuts At TBWA/Media Arts Lab In The US

Apple’s ‘Changing Needs’ Lead To 50 Job Cuts At TBWA/Media Arts Lab In The US

Reports from the US have revealed Apple’s agency TBWA/Media Arts Lab has laid off around 50 employees.

In a statement to the media, a Media Arts Lab spokesperson said the job cuts were a result of changing client needs.

“Our relationship with Apple has never been stronger, but as the needs of our client continue to evolve, we must adapt and continue to evolve the composition of our teams,” said the spokesperson.

The cuts were made on Monday across several divisions, per reports.

Locally, a TBWA spokesperson declined to comment on the matter but told B&T there will be no implications for TBWA/Media Arts in Australia.

Apple’s relationship with TBWA dates back to the 1980s, and in 2006 the agency set up TBWA/Media Arts Lab as Apple’s bespoke creative agency.

And while no clear indication was given to what these ‘changing needs’ are, it is well-documented that Apple has been bolstering its in-house agency for some years now.

This was made evident earlier this year when the iPhone-maker appointed Publicis Groupe’s chief creative officer Nick Law as vice president of marcom integration.

But TBWA/Media Arts Lab is still part of Apple’s strategy, according to Apple vice president, marketing communications Tor Myhren.

“Apple’s confidence and trust in MAL as our singular ad agency is as strong as it’s ever been. As we continue to evolve our marketing approach, we’ve asked MAL to do the same,” he said.

As well as launching its latest round of iPhones in September, Apple is currently advertising its new streaming service Apple TV+, which went live earlier this week and the new and improved AirPods Pro.

Former boss of Media Arts Lab and close friend of Steve Jobs Lee Clow retired earlier this year.


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