Hasta La Creative!

In dated but unreported news, Executive Vice President Mathias Appelblad recently left Deutsch LA for TBWA‘s Media Arts Lab, which has witnessed some executive-level changes as its relationship with sole client Apple shifts.

Appleblad joined Deutsch in February 2013 to assume the then-new role of EVP/Digital Executive Creative Director, creating work for Volkswagen and others. Prior to that move, he spent nearly three years as EVP/ECD at BBDO New York, where he worked on campaigns like GE’s “Ecomagination.”

Appleblad’s agency roots lie overseas with Sweden’s Forsman & Bodenfors; he joined F&B after establishing himself as an art director with various companies and worked on IKEA’s “Dream Kitchen for Everyone (no noise)” as Interactive Creative Director.

We have no official word on his position at MAL, but we will update this post if we receive more information.

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The ongoing Apple vs. Samsung battle looks even less flattering for TBWA\Chiat\Day after Business Insider and others gained access to more emails detailing a contentious back-and-forth between head of marketing Phil Schiller and James Vincent of Media Arts Lab.

The full exchange is worth a read for your daily allowance of Schadenfreude. Some key points:

• TBWA proposes an emergency meeting to address matters that seem more relevant to PR than ad departments: brand likability, employee behaviors, etc.
• The ad proposal is to “change the conversation” with a focus on differentiating the iPhone from the Galaxy
• TBWA also proposes a regular marketing communications meeting to facilitate “more open and expansive ways to experiment with ideas”

Schiller wasn’t buying it.

continued…

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