Longtime Apple Creative Exits TBWA/Media Arts Lab, Heads to 72andSunny

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Scott Trattner, executive creative director at TBWA/Media Arts Lab and one of the talents behind Apple ads in the past decade, has left his post to fill the same role at MDC Partners-owned 72andSunny.

Mr. Trattner created the 'Get a Mac' campaign.
Mr. Trattner created the 'Get a Mac' campaign.
He's best known for creating the iconic and long-running "Get a Mac" campaign, but since 2004 he's worked on the creative development of dozens of ideas to promote Apple products, including the iPod, iPod Touch, iPod Nano, iPhone, Mac, iTunes, iCloud and iPad.

TBWA declined to comment on the departure. "I've known John [Boiler], Glenn [Cole] and Matt [Jarvis] for a long time and have admired their work and approach to creativity," said Mr. Trattner in a statement. "I'm inspired to be joining 72andSunny at such an exciting time of growth and endless potential."

Additionally, 72andSunny has promoted two creative directors, Jason Norcross and Frank Hahn, to join Mr. Trattner in his new role. Together, the trio will be responsible for driving creative excellence across the agency's roster of clients, including K-Swiss, Target, Activision and Carl's Junior/Hardee's.

"Scott's track record for creating colossal impact on behalf of his clients is second to none," said 72andSunny CEO John Boiler in a statement. "His work has not only shaped one of the biggest brands in the world, but redefined industries."

For Mr. Trattner, the move means getting to work on a host of clients instead of full-time on a single, demanding one.

Apple's most recent round of ads, touting the retail stores' "Genius Bar," were panned by consumers and pulled in short order by Apple. Debate ensued over the thinking behind the ads, with one prevailing theory being it was an attempt by the tech giant to connect with older consumers.

Mr. Trattner declined to comment beyond a statement, per an agreement with TBWA/MAL.

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