Following this week’s revelations that Apple SVP of Marketing Phil Schiller is unhappy with the direction of the company’s advertising and agency, and that Apple is considering hiring as many as four new digital agencies to further enhance its advertising efforts, it seems the company has added a formidable new member to its marketing team.

17_london-2012-olympic-logo-pink-blueAd Age reports that Apple has hired Karl Heiselman, who is currently the CEO of the Wolff Olins branding agency. Heiselman will take on an undisclosed role in the company’s marketing arm next month, he confirmed. This won’t be the executive’s first time in Cupertino. Heiselman previously worked for Apple in the ’90s as a design contractor.

At Wolff Olins, Heiselman headed up numerous high tech and high profile branding efforts including Product (RED) for Bono, the 2012 Olympics for London (right) and numerous Microsoft campaigns including the ill-fated Kin. The company also churned out “re-invention” for brands such as Aol, Sony, Skype, Belkin and Firefox…

Apple’s recent hiring spree and Schiller’s testimony during the Samsung patent trial both point to a company struggling to solidify its identity in an ever-growing sea of look-alike competitors. Perhaps Heiselman’s branding expertise will help set the company back on the right path.