According to various reports, Apple has hired Karl Heiselman, CEO of Wolff Olins (a branding agency) to join the company for a new marketing communications role. Heiselman has worked at Wolff Olins for 14 years, of which seven years he was CEO. Whilst being CEO he worked with Apple and other high profile clients including EE (a major UK phone carrier), Mozilla, Target, AMEX and (RED).
Heiselman has worked at Apple itself before, as a design director for two years in the early 1990s. During an interview with the Guardian in 2009, he said “It was a bit of a weird time, they were trying to find their way… The big lesson I learned was they were trying to be somebody they weren’t and Jobs came back and said very clearly, ‘we are going to go back to who we really are’.”
We’ve heard reports that Apple is trying to shake up its marketing team, in an effort of tackling Samsung which is currently spending a huge amount on marketing for its mobile devices. Karl Heiselman might be the very person Apple needs to combat the huge spending of Samsung in marketing.
