Apple changes global campaign strategy to more regional and digital advertising

Last week, we saw the Apple publishing a new and beautiful advertisement for the iPhone 7 Plus, very Brazilian. No, he really wasn't Brazilian but who was completely Brazilian who saw it, could see the difference. If you were confused by the terms, let's just explain.

THE Adweek published an article on the restructuring of Ma's relations with the advertising agency TBWA Media Arts Lab, shifting its focus from global campaigns to more regional and digital advertising.

As global advertisements need the manpower to translate / localize content to be served in several countries, Apple's intention has caused very large translation and transcription teams at the agency to be affected. Although no exact figures were revealed, the story said that employees at both TBWA's Los Angeles headquarters and offices around the world were fired.

An agency representative said that "they are reorganizing and introducing a new operational model to monitor the way people consume media and content".

Even though the news does not come as a refreshment to my colleagues 😢 the translation staff, it ended up being great for other areas that received more investment such as digital, social, data analysis, content creation, among others.

For now, Apple has not commented on the changes, but everything indicates that it is already working with this new focus, as we could see in our all Brazilian commercial that was used as an example in Adweek and also in the various small commercials on the iPad Pro, with just over 15 seconds, the duration is very suitable for the era of social networks “vapt-vupt”.

As a Brazilian translation student, I don't know if I am happy or sad about this news. #conflicts 🙈

[via 9to5Mac]