Apple Going Back to Its Core: TBWA C/D Considers 'Think Different' Ad Line

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.




NEW YORK-Now that TBWA Chiat/Day and Apple Computer are reunited, the agency plans to reposition Apple back toward its core market of creative professionals and educators. The line “Think different” is being considered for the first campaign by TBWA Chiat/Day for the company since 1986.
“We’re going to refocus on what Apple is truly about,” said Lee Clow, agency chairman and chief creative officer, after winning the computer maker’s estimated $90 million U.S.

AW+

INDEPENDENCE DAY SALE

Subscribe today!

APPLY PROMO CODE "JULY20" AT CHECK OUT FOR 20% OFF

View Subscription Options

Already a member? Sign in