What Inspires the Top Leaders at Apple’s Agency, TBWA\Media Arts Lab

For a trillion-dollar brand, simplicity is key

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July 1, 2019
Video: Chris Ariens / Editor: Josh Rios
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July 1, 2019

On the heels of Apple being honored as Creative Marketer of the Year at Cannes Lions, we wanted to know what sparks the creatives at Apple’s dedicated advertising agency TBWA\Media Arts Lab.

On the final day of the International Festival of Creativity we caught up with TBWA\MAL global president Katrien De Bauw and global CCO Brent Anderson to find out what inspires them about the iconic brand. From the seminal silhouette ads of the mid-2000’s to last year’s Cannes Lions Grand Prix-winning Welcome Home campaign, De Bauw and Anderson said, it starts with simplicity. Watch above.

Chris Ariens

Chris Ariens

Chris Ariens is director of visuals. Previously, he was Adweek's director of video, TV/Media editor and editor of TVNewser.com.
David Griner

David Griner

David Griner is creative and innovation editor for Adweek. He's been covering agencies, creativity, technology and marketing innovation for more than a decade and is host of Adweek's podcast.

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