Apple did not return requests for comment. Ms. Aguilar could not
be reached for comment.
Ms. Aguilar,
a 2013 Ad Age Woman to Watch, has spent the last three years
helping to remake the Gap brand. In mid-2011, she was the first
external hire by Gap's global CMO Seth Farbman, as he began work to
help the struggling brand stand out in the increasingly crowded
specialty retail space. During her time at Gap, sales have
rebounded and the brand has won praise for its fresh marketing.
"She has been a major part of the journey to return the brand to
iconic status," said Mr. Farbman. Among her accomplishments, he
cited the latest "Dress
Normal" campaign, which includes a series of TV spots with
Academy Award-nominated director David Fincher and is generating
interest in the brand, especially among millennials. He also said
she built a "remarkably globally and culturally diverse" team and
forged strong relationships with agencies, including Wieden & Kennedy.
"Apple is getting a tested professional. Working on a major
American brand like Gap means you are on a big stage, in bright
lights, every day. That experience is priceless, and Apple demands
people who know how to play at a high level," Mr. Farbman added.
"Also, her experience in simply communicating the value of
meaningful design and developing ideas that create an emotion --
rather than just communicate a product benefit -- should serve her
well at Apple."
Mr. Farbman said he expects to have news on Ms. Aguilar's
replacement soon.
Prior to joining Gap, Ms. Aguilar, a native of Costa Rica, spent
seven years at BBDO, leading a global team on the Procter &
Gamble business. In that role she traveled extensively in
China, India and Brazil.
Ms. Aguilar got her start as a receptionist at a small, local ad
agency in Costa Rica. She also worked at BBDO and Rapp Collins in Latin America. "It's a great
thing before you go global to have the local to balance you," Ms.
Aguilar told Ad Age last year. "I spent many years working in Latin
America ... receiving global campaigns and ideas, thinking they
don't understand locally what we need to do."
Apple has steadily been
bulking up its internal creative team, recruiting extensively
from ad agencies. Over the past year, the electronics company has
also pilfered top marketing talent from fashion and retail.
Most recently, Apple reportedly nabbed Marc Newson, a
high-profile designer, who has collaborated with Apple's reclusive
lead designer, Jony Ive, and worked
with multiple major brands. And last October, Apple
hired Angela Ahrendts, the CEO of Burberry, for a new senior
position as head of retail and online commerce.
According to the Ad Age DataCenter, around 80% of Apple's media
spending was devoted to TV in 2013. Apple spent $1.33 billion in
advertising globally in 2012, the latest year comprehensive Ad Age
data is available.
Recent Apple hires
-
Paul Deneve, VP, Apple -- former CEO, Yves
Saint Laurent;
hired in July 2013 to work on "special projects" for CEO Tim
Cook
-
Enrique Atienza, Apple Retail -- former senior
VP, retail and global store operations, Levi; hired in July
2013
-
Jay Blahnik -- former consultant, Nike Fuelband;
hired in August 2013
-
Ben Shaffer -- former studio director,
Innovation Kitchen, Nike;
hired in September 2013
-
Angela Ahrendts, senior VP-retail and online stores,
Apple -- former CEO, Burberry;
hired in October 2013
-
Bob Kupbens, VP, online retail, Apple --
former VP-marketing and digital commerce, Delta Air Lines;
hired in March
-
Tommy Elliot, senior program manager, Apple --
former senior director, product and new initiatives, Visa; hired in March
-
Jimmy Iovine and Dr. Dre, co-founders, Beats by Dre;
Omar Johnson, CMO, Beats Electronic; Bozoma Saint John, CMO, Beats
Music -- acquired by Apple in August
-
Musa Tariq, digital marketing director, Apple
-- former global senior director of social media and community,
Nike; hired in August
-
Marc Newson -- designer;
hired in September