Apple is quickly recruiting 1,000 people to create its own in-house advertising agency that will compete with outside firms for the most creative advertising, according to reports.
The news, reported by Ad Age, is good news for Apple fans who have watched comically awful ads, such as the "Apple Genius" commercials two years ago, which seemed to cast its users as newbie losers who didn't understand how to use iMovie or iPhoto and relying on a 20-something Apple Genius to set them straight. The commercials were pulled shortly thereafter.
But now, as Apple's reputation seems to be stagnating -- its innovation is being questioned and it's dropped to the No. 2 on BrandZ's annual Most Valuable Global Brands, after Google -- and Apple executives need to take a stand. That stand seems to be using creating an internal agency that will compete directly with Apple favorite outside agency TBWA/Media Arts Lab. The two will be pitted against each other to "mine the best creative ideas," according to Ad Age. Apple could not be reached for comment by Press:Here.
However, Apple's hunt for ad execs seems to be going poorly. "I don't feel that energy from Apple," one who was courted by Apple told Ad Age. "The revolution has come and gone, and I'm not sure a job at Apple would be a creative opportunity. If I were going to go brand-side, there are a lot more interesting companies I'd rather work for, like Coke or Pepsi."