What you need to know
- Advertising Agency Media Arts Lab has cut around 50 employees from its workforce.
- Media Arts Lab has worked exclusively with Apple for several years.
- The company cited the changing needs of Apple as the reason for the cuts.
A report via Bloomberg has revealed that advertising agency Media Arts Lab has cut around 50 employees from its workforce.
Media Arts Lab has been Apple's outside advertising agency for several years, and Apple is its only client. According to the report:
A spokeswoman for the company stated:
Apple's VP of marketing communications, Tor Myhren, also reiterated that its confidence and trust in MAL was "as strong as it's ever been." Media Arts Lab has worked with Apple for years on some of its most iconic ad campaigns, including the famous 1984 Super Bowl commercial.
It has also worked with Apple on the "Shot on iPhone" campaign amongst other initiatives. One of the big names out the door is Geoff Edwards, who was MAL's executive creative director and head of advertising for Apple Services. Edwards was in charge of Apple TV+'s advertising campaign in the run-up to its launch last week.
At this stage, there's no indication from reports as to how the changes could reflect a shift in Apple's marketing campaign. However, as CNBC notes, Apple has been shoring up its in-house marketing division for several years. CEO of Avidan Strategies, Avi Dan, spoke about the change saying:
He also suggested that as Apple widens its array of products and areas of expansion, it may be seeking to deploy more intricate marketing and creative operations, relying more on internal resources to accomplish this. Another commenter, Greg Paull of consulting firm R3 stated that "the pendulum has always been swinging between Media Arts Lab and Apple for many years." He also lamented somewhat that the firm was at "the mercy of Apple's whims and directions."
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Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9