Creative – don’t rush to develop campaigns for Apple’s iPad just because it’s trendy
Agencies should avoid jumping on the bandwagon and rushing to create digital campaigns targeting Apple’s newly announced iPad, a creative director warned today.
Speaking at the AIMIA future of digital advertising conference, White Agency creative director Darwin Tomlinson said he’d had a similar experience when he worked at Razorfish in the US and Microsoft’s new tabletop gesture recognition gadet was released.
Today Apple revealed details of its forthcoming iPad tablet computer in a highly anticipated presentation from CEO Steve Jobs.
Tomlinson said: “I don’t want to start pitching ideas for every brand for the iPad. I went through it a year ago – every creative director wanted to pitch ideas for the Microsoft Surface.”
He said agencies should wait until they understood how consumers use the iPad.
He warned: “It could be completely irrelevant.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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No shit Sherlock
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Glad we cleared that up…
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aren’t they just iphone apps and isn’t everyone already pitching them with every idea already??
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mmm = not your most insightful story lead Tim. There were so many other interesting story lines at today’s events.
Quite surprised that type of comment came out of someone who had held a senior role at a digital pureplay.
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Now does that sound like somebody who doesn’t want any competition in that sphere?
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apps are already part of the pitch process. Hello!! New news please
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Here’s one that MAD TV created 4 years before Apple launced the iPad……
Years ahead of their time….
https://www.youtube.com/watch?v=YFNQE_TzQNI&feature=player_embedded
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… especially if you use Flash, or decide to market via a USB memory stick … it’s already been dubbed the Maxipad.
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One big difference – Microsoft’s ‘Surface’ thing was an expensive high-tech concept which has very slowly made its way into a handful of niche areas and really relied on other companies to actually make it and flog it.
The iPad is a consumer device aimed at the mainstream market, will be available over the counter at App,e stores and dealers, and actually has plenty of real-world uses. Oh, and it’s not the size of a frigging Galaga tabletop machine from the ’80s.
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Given the iPad will probably retail cheaper than the iPhone, the success of PSP and notepad computers for watching movies on the go – I think you’re full of shit mate.
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