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Creative – don’t rush to develop campaigns for Apple’s iPad just because it’s trendy

Apple iPadAgencies 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.”

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