‘Defy what’s expected’: How Apple’s ad agency creates impact

‘Defy what’s expected’: How Apple’s ad agency creates impact

The 28-year relationship between Apple and TBWA/Media Arts Lab is one of the longest, most successful partnerships ever forged between a brand and ad agency. And it’s not even close to slowing down. Apple won Creative Marketer of the Year at Cannes Lions in June, and I sat down with TBWA\Media Arts Lab’s global CEO Katrien De Bauw and global chief creative officer Brent Anderson to talk about how the two companies work together to keep the magic…