TWBO has won the Apple iPhone account edging AT&T favorite BBDO. Lee Clow, chair of TBWA, is a personal friend of Steve Jobs and responsible for the 1984 ad.
TBWA has handled Apple's iPod campaign and has a long history with Apple Computer. Responsible for the ThinkDifferent campaign, TBWA's latest effort was the Hello iPhone commercial that appeared during the Academy Awards. AT&T has traditionally used BBDO for their ad campaigns and this choice further cements the control Apple has over the iPhone product and release. Given Apple's track record, no one can blame AT&T executives for allowing Apple to drive the marketing behind the iPhone. TBWA's Media Arts Lab will have the challenge of crafting TV ads, posters, and other creative elements.
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