You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel

Apple’s latest TV ad for iPhone 5s

Following a report earlier this month that claimed Apple is in the process of moving its TV advertising in-house as it loosens ties with long-time partner TBWA. Today, AdAge adds more to the story noting Apple has been aggressively hiring from other ad agencies as well as “pitting TBWA/MAL against this internal agency with “jump balls” to mine the best creative ideas.” 

The best 4K & 5K displays for Mac

It’s pitting TBWA/MAL against this internal agency with “jump balls” to mine the best creative ideas, a controversial tactic with outside agencies, let alone an internal one. It’s going after some of adland’s boldest-faced names to staff its in-house shop — in some cases, it’s even poached executives from TBWA/MAL. And, in what once would have been seen as a sacrilegious breach of the Apple-MAL bond, it’s been inviting some of the ad industry’s top shops to pitch on major projects.

The rest of the report details Apple’s hiring of talent from a number of high-profile ad agencies in recent years and notes that Apple aims to have its in-house agency eventually include around 1,000 employees. “Last fall, Ad Age reported that Apple was looking to build out its in-house team to 600 people from 300. Today, according to a high-level agency exec recently approached, Apple has upped that number to a massive 1,000.”

Earlier this year documents from an Apple vs Samsung trial leaked out showing the company’s relationship with advertising agency partner TBWA/Media Arts Lab was on the ropes.

FTC: We use income earning auto affiliate links. More.

About the Author