NEW YORK-TBWA Chiat/Day has reached into the top ranks of Young & Rubicam and Team One Advertising to help build its staff on the newly won Apple Computer account.
As expected [Adweek, Aug. 11], the agency has recruited Ken Segall for the post of senior partner and creative director reporting to chairman and chief creative officer Lee Clow. The agency has also tapped Sean Hardwick as management supervisor on the business. Both are veterans of the former Chiat/Day.
Clow said his hand-picked Apple team will not be large. “It’s not about numbers,” he said. “It’s about good people and good ideas.”
Segall, who has also worked on IBM and Microsoft in his career, served as executive creative director on the AT&T account at Y&R’s New York office before the move. Hardwick was co-director of the El Segundo, Calif.-based Team One’s interactive group.
While Hardwick will work out of the shop’s primary Apple office in Venice, Calif., Segall will lead a team in TBWA Chiat/Day’s New York office.
The two new hires join a group at the agency which includes Clow, chief marketing officer Laurie Coots and creative directors Rob Siltanen and Yvonne Smith.
Segall has worked closely with both Clow and Apple co-founder Steve Jobs. “I feel like the Billy Martin of Chiat/Day,” said Segall, who has served several stints at the agency.
The agency’s first campaign will reposition Apple toward its core users under the theme “Think different.”
“The perception is that Apple has lost its way,” said Segall. “It’s important for us to recapture the loyalists and educate the ‘newbies.'”
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