Apple is looking to streamline its global marketing. As such it has restructured its alliance with its ad agency, TBWA\Media Arts Lab, said an article by Adweek. Going forward there will be more digital and regional campaigns with a lesser focus on translating or localising. The company aims to create work with specific focus on regional audiences.
This has apparently led to an impact on TBWA\Media Arts Lab’s staff and the agency told Adweek that it is “looking at a new operating model to keep pace with the way people consume media and content.”
However Apple and TBWA declined to comment on the matter.
The brand recently said it would introduce two television style video series on its Music service. According to New York Times, it will also create more scripted dramas as it looks to build its music platform.
Moreover, in its latest report, Apple’s fiscal year 2016 revenue had declined almost 8% from US$233.7 billion to US$215.6 billion. Since the release of the iPod and the company’s comeback under then-CEO Steve Jobs in 2001, the company has had a good record.
The tech giant sold 45.5 million iPhones compared to 48 million in the same period last year, a drop of 5%. Analysts had expected 44.8 million, which suggests Apple may have been benefited from Samsung’s Note 7 battery fiasco.
Apple also reported earnings of $1.67 per share on a revenue of $46.9 billion, compared with $1.96 and revenue of $51.5 billion in the same quarter a year ago. Although the performance was roughly in line with analysts’ forecasts of earnings of $1.63 per share on a revenue of $46.9 billion, it highlighted several long-term problems with Apple’s smartphone sale growth.
For example, the revenue in China fell 30% year-on-year in the fourth quarter.