Gap and BBDO exec Marcela Aguilar takes the marketing reins at ‘fashion company’ Apple

Apple has hired Gap marketing boss Marcela Aguilar (left), the exec behind its lauded ‘Dress Normal’ campaign as director-global marketing communications; presumably its top marketer although it’s pretty hard to tell with tech companies. Prior to joining Gap in 2011 she worked at BBDO, leading its Procter & Gamble business.

Actually, although we say ‘tech’ company, Apple is looking more like a fashion/retail business these days. In October last year it hired Angela Ahrendts, former CEO of Burberry and one of the world’s better-paid executives, as Apple Stores boss. It has also hired senior execs from Yves St Laurent and Levi’s. Well there is the small matter of the new Apple Watch to market.

One of Aguilar’s jobs will be to sort out Apple’s advertising. It’s been with TBWA in its various guises (originally Chiat Day) since Ridley Scott’s famous ‘1984’ ad but recently there’s been some doubt over the future of the account with Apple seemingly providing more of the work in-house. The new ads for the new iPhone 6, featuring the voices of Jimmy Fallon and Justin Timberlake (to very little effect) are a ‘collaboration’ between Apple and agency according to the company.

A case of too many cooks maybe.

Gap’s ‘Dress Normal’ campaign (below), directed by David Fincher, emanated from Wieden+Kennedy New York – which may or may not be significant. Aguilar obviously liked it and it’s the kind of ad that would probably appeal to fellow fashionista Angela Ahrendts too.