2023-06-22 20:10:00
During your participation in the festival Cannes LionsApple’s vice president of marketing communications, Tor Myhrenspoke about the importance of publicity agencies which, according to the executive, are essential for the creative industry.
At first, Myhren encouraged them to be innovative and challenge their customers rather than simply going along with what they want. He explained that it’s important to think outside the box and not be afraid to make tough decisions.
The executive also highlighted excessive bureaucracy and how it can hinder creative work. For Myhren, it’s best to keep things simple and straightforward to achieve an exceptional result.
Tor also mentioned that many brands are bringing some parts of production in-house for their companies to have more creative control. He cited the example of Apple, which has adapted well to online product launch events during the pandemic.
In addition, Myhren highlighted the importance of having a creative culture in companies. He stressed that creativity should be an integral part of a company from the start and encouraged people to trust their instincts.
The executive also spoke about global distribution and how important it is to create ads that fit well in their environment. As an example, Myren cited the use of personalized stickers on Apple’s windows.
Finally, Tor mentioned the campaign “The Greatest” from Apple, which focuses on accessibility. He explained that the company is committed to designing products that help people with disabilities. However, he cautioned about the importance of brands being authentic in their cause-related initiatives.
via AdWeek
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