When Tim Cook took over as CEO of Apple in 2011, many questioned whether he could fill the very big shoes of co-founder Steve Jobs.
Jobs was not only a visionary entrepreneur and tech revolutionary, but also a master marketer. Through his close collaboration with legendary creative leader Lee Clow — who established Apple’s dedicated agency TBWA\Media Arts Lab (MAL) in 2006 — Jobs helped shape the brand’s iconic advertising.
Cook, by contrast, was seen as a more reserved, operations-focused leader. Yet under his tenure, Apple’s marketing evolved into more values-driven, human-centric, and globally-minded storytelling.
In 2016, he appointed former advertising executive Tor Myhren as vp of marketing communications, who continues to oversee Apple’s global marketing with MAL.
