Apple’s marketing efforts to focus more on digital, regional campaigns

According to Adweek, Apple has restructured its relationship with its ad agency, TBWAMedia Arts Lab, to focus more on creating digital and regional campaigns—and less on translating, or “localizing,” big brand campaigns for global markets.

“TBWAMedia 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. We will also have greater integration with media partners at OMD.”

Apple’s revamp of its marketing strategy has led to staff reductions at TBWAMedia Arts Lab’s Los Angeles headquarters and other offices around the world, though the number of layoffs is unclear at this time, the publication adds.