More of the story with iTunes.

BACKGROUND

(This was a time before Apple Music) iTunes forever changed the way people experienced music, movies, TV shows, and podcasts. But when Apple acquired Beats in 2014 and decided to launch Apple Music, the future became unclear for iTunes. So with TBWA\Media Arts Lab, Apple’s agency of record, we decided to bring out the 'Apple' in iTunes and give it the love it deserves.

OBJECTIVE

Develop a brand positioning and voice that reflects who we are today. Establish iTunes as the primary destination for music, movies, TV, books, and apps.

CHALLENGE

iTunes has a strong music heritage but is barely known for books, movies, or even podcasts. Without a clear proposition beyond pure content, iTunes has become the 'last resort'.

OPPORTUNITY

Extract what makes iTunes, iTunes: human curation + richer/premium experiences. Bring out the 'Apple' in iTunes. Leverage its values and cultural clout to tell the stories only iTunes can.

MY ROLE & RESPONSIBILITIES

• Seized and initiated the brand re-positioning opportunity

• Led the brand initiative

• Managed both Los Angeles & London teams while collaborating with clients

ACHIEVEMENTS

• Together with the teams at MAL & iTunes, we developed a winning positioning for the brand, including campaign ideas to introduce it to the world

• We presented the work to Bozoma Saint John (Head of Global Consumer Marketing, Apple Music & iTunes) and Tamara Whiteside (Head of iTunes Global Advertising & Promotions)

• I brought the Los Angeles & London teams together until the finish line

INSIGHT

iTunes has become a transactional storefront. When it is in fact the place to find an entire world of the entertainment you love: books, movies, songs, podcasts, etc.

STRATEGY

Become the ultimate flagship store for pop culture. Show that for every book, movie, song, and podcast there are the people, ideas, and works that inspired them.

REASON TO BELIEVE

iTunes is the home for Blockbuster directors + hip hop stars + first time novelists + game developers + iconic actors + best selling authors + pop stars + artists.

PROJECT OVERVIEW

I served as the project lead and brand director. I seized the opportunity and encouraged the clients to invest in brand work for iTunes. So we got granted the budget and teams to revive iTunes and find a position for it in the upcoming ecosystem. Below is a snapshot of the amazing strategic and creative work we presented.