Expert: Peter Gabany - 2/19/2011

Question
I want to pitch an ad idea to Apple. It's actually one campaign with three different styles. Is there really no way that I would be able to deal with Apple directly?

Answer
Sorry, no there is no way to deal with Apple or its Agency. Gone are the days of speculative creative ideas. And that's the rub. Your idea could garner world peace, stop world hunger and the barriers in place are unscalable to have any affect. Your only approach would be to approach Apple direct (and I doubt that they would see you) or dethrone their current agency and I really doubt that will happen any time soon. They fired their current agency once and then returned. It is a solid a relationship in the ad business as one could get.

Better to be creative for other clients and keep your idea filed in the hopper.

All the best,

Pete