Apple Continues to Revamp Marketing Efforts With New Hire
Apple (NASDAQ:AAPL) has hired a prominent branding agency executive in a move that appears to be part of a major marketing overhaul being undertaken by the Cupertino-based company. According to advertising industry news site AdAge, Wolff Olins Global CEO Karl Heiselman will be joining Apple sometime next month.
“After an amazing 14 years at Wolff Olins, seven as Global CEO, Karl Heiselman is moving on to join Apple in California,” said a Wolff Olins spokesperson in an email to AdAge. Heiselman also confirmed the move and told AdAge that he would be taking “an exciting new role” in marketing communications with the iPhone maker.
This will not be Heiselman’s first stint at Apple. As noted by AdAge, the branding agency executive previously worked for Apple as a design contractor in the early 1990s during Steve Jobs’s absence. Heiselman discussed his time at Apple in an interview with The Guardian in 2009. “It was a bit of a weird time, they were trying to find their way,” recalled Heiselman. “The big lesson I learned was they were trying to be somebody they weren’t and Jobs came back and said very clearly, ‘we are going to go back to who we really are.’”
Although Heiselman praised Apple for creating a “flawless experience,” he also made a prescient observation about the company’s evolving image. “I think it might be in danger of becoming too cool, maybe not too cool, but too slick,” he told The Guardian. Heiselman’s hiring follows the recently revealed news that Apple senior vice president of worldwide marketing Philip Schiller was dissatisfied with the marketing efforts of TBWA\Media Arts Lab, the company’s longtime advertising agency.