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Apple, the world’s most valuable company, is streamlining its global marketing efforts.
The tech giant has restructured its relationship with its ad agency, TBWA\Media Arts Lab, to focus more on creating digital and regional campaigns—and less on translating, or “localizing,” big brand campaigns for global markets.
“TBWA\Media Arts Lab is reorganizing and introducing a new operating model to keep pace with the way people consume media and content,” an agency spokesperson told Adweek. “This will result in a reduction in areas such as localization and further investment in areas such as digital, social, data analytics, content creation and a more diverse set of strategic skills.