Apple and Ad Partner Chiat Eye New Campaign to Lift Brand
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Apple Inc. and TBWA\Chiat\Day, the agency behind the company’s most memorable advertisements, are embarking on a new campaign designed to revive interest in an aging product line and cement the iPhone maker’s bond with consumers, people with knowledge of the plan said.
After years of product-oriented ads that have failed to stem market-share losses to devices built on Google Inc.’s Android software, the campaign will emphasize the quality and reliability of Apple’s ecosystem of products, apps and content, said the people, who asked not to be named because the plans aren’t public. The company previewed one of the ads yesterday. Others will follow in coming months, one of the people said.