"De Bauw and Anderson have led MAL for almost half of its existence, having started at the agency within a day of each other in 2016. Over that period, they've helped MAL expand both its global presence and the type of work it does for Apple, while aiming to raise its creative game. Earlier this year, as evidence of their achievements, Cannes Lions named Apple its Creative Marketer of the Year."
"Nearly a decade ago, after taking the helm of Apple's dedicated agency, TBWA\Media Arts Lab, global chief executive Katrien De Bauw and global chief creative officer Brent Anderson went to lunch with the agency's founder and legendary creative leader, Lee Clow. Clow, who established TBWA\Media Arts Lab (MAL) in 2006, is most famous for helping to redefine Apple's advertising with campaigns such as "1984," which introduced Macintosh computers, and "Think Different" in 1997. After hearing Clow's stories of collaborating with the late Apple co-founder Steve Jobs, De Bauw left that meeting with a sense of trepidation, telling Anderson, "'We better not f-ck this up.'""
Katrien De Bauw and Brent Anderson assumed leadership of TBWA\Media Arts Lab in 2016 and have overseen nearly half of the agency's existence. The leadership expanded MAL's global footprint and broadened the types of work created for Apple while striving to elevate creative standards. The agency faces continued pressure to match Apple's evolution and legacy rooted in Lee Clow's partnership with Steve Jobs and landmark campaigns like "1984" and "Think Different." MAL adapted its organization to deliver both present needs and anticipated future requirements, emphasizing trust, taking creative risks, and not merely following client requests.
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