TBWA to Tackle Apple's iPhone Launch

Agency's Media Arts Lab Will Handle All Creative

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NEW YORK (AdAge.com) -- It should come as no surprise after TBWA/Chiat/Day's "Hello" commercial during the Academy Awards in February generated buzz for the June launch of Apple's iPhone, but it's now official: The Omnicom agency will handle all advertising duties surrounding the much-awaited mobile device.
Media Arts Lab
People familiar with the account confirm that TBWA's Media Arts Lab will handle all creative for the iPhone, much as the agency has for iPod. The agency has handled creative duties for Apple since 1997.

The mobile device, which also features a wide-screen video iPod, a two megapixel camera, internet communications and a touchscreen interface, will be available exclusively through AT&T mobile services.

No word on BBDO
Industry watchers wondered whether AT&T's agency of record -- and TBWA's sibling -- BBDO would handle the account. Insiders say AT&T is still in discussion if BBDO will provide support advertising. The agency created the effort behind the iPhone's predecessor, the Motorola Rokr, as it was the agency for both marketers.

Apple, which did not return calls for comment, spent $290 million across all media for all of its brands in 2006, according to TNS Media Intelligence.

TBWA and BBDO declined comment.