Apple TV+ adds Dentsu Creative to U.S. roster

Apple TV+ has named Dentsu Creative to its U.S. creative roster, handing it some work that had been historically done by TBWA\Media Arts Lab, TBWA Worldwide’s bespoke agency dedicated to its Apple account. The move is significant given that TBWA has been associated with Apple’s advertising since 1997. Four people close to the situation said that Dentsu will be handling social media for the streaming service. TBWA\MAL referred calls to the client, which did not respond for comment. Dentsu declined to comment. Ad Age events Sign up for events and awards Learn more here Just last week, TBWA\MAL launched a campaign for Apple TV+ starring Timothée Chalamet. In November, the agency created an out-of-home campaign for the streaming service that ran during the World Cup featuring a motivational letter written in the voice of Ted Lasso, the fictional soccer coach from the Apple TV+ show played by Jason Sudeikis. According to Ad Age’s Datacenter, other agencies that Apple works with include Allied Global Marketing, Havas Creative, Critical Mass, MullenLowe, OMD Worldwide and PMG. Apple TV+ spent $107 million on U.S.-measured media between January and September 2022, according to a report by Vivvix, and spent $137 million for the full year 2021. This is an important win for Dentsu Creative, which was formed last June. Since its launch, the agency has made some key leadership hires including Paulo Fogaca as its U.S. CEO and Rafael Rizuto as chief creative officer for the U.S. and Hispanic Latin American region.

Apple TV+ adds Dentsu Creative to U.S. roster

Featured Stories