Meet the Creative:
Brent Anderson
We asked Brent Anderson, Global Chief Creative Officer at TBWA\Media Arts Lab, who were awarded CICLOPE’s Agency of the Year, about what it takes to build 2024’s Brand of the Year, as they have with Apple.
A double win for TBWA\Media Arts Lab at this year’s CICLOPE, taking away Agency of the Year, and seeing Apple named Brand of the Year. What does it take to get a tech brand to believe in craft as much as Apple has?
Craft is in Apple’s DNA, most clearly manifested in their products themselves. We strive to create communication with the same level of care and craft as the products it promotes. As partners, we are constantly challenged to meet and exceed the insanely high bar that Apple sets for itself.
The value of craft in the advertising industry is in the spotlight now more than ever. Why is it so important?
When something is created with a high degree of care, effort, and love, the audience can feel it. Emotion and meaning are naturally conveyed.
What signals excellence in craft to you?
The willingness to care more, push further, and shape what you’re creating more deliberately than what is reasonable or expected. Are you willing to give it that extra time and attention? Are you open to asking someone you respect how the work in your hands can be improved? Are you ready to face the possibility that the thing you love might not be as great as you believe it is — and then push yourself to make it truly amazing?
TBWA is “The Disruption Company®”. What is key to making disruptive advertising?
Disruptive work originates with the belief that “good enough is not enough”. From there, it’s about continually questioning how to raise the bar, push things further, and craft it further to achieve more and more impact.
AI is expected to change the industry, to degrees of which everyone still seems uncertain about. Being the bespoke agency for Apple, TBWA\MAL is in the position of marketing AI. What challenges does this bring when working within an industry that is somewhat nervous about the technology still?
There has never been a more critical time to showcase humanity and demonstrate how technology can genuinely enrich customers’ lives.
Finally, as a brand, Apple focuses on simplicity. How does TBWA\MAL keep this central to the creation of the iconic campaigns created over the years?
We are all creative thinkers at MAL. Everyone, in every role, uses their inherent creativity to solve problems, ripple culture, and help shape Apple’s future. At every turn, we strive to simplify – whether it’s a deck, an idea, a process, or an execution – it’s all about distilling things down to their simple core.
