Steve Jobs says the "guardians" launch Apple after the separati of Chiat / Day

  May 27: Today in the history of Apple: Steve Jobs says that Apple is led by guardians May 27, 1986: A Steve exile Jobs takes a photo of Apple after the company has abanded Chiat / Day, announcing the agency that created the "Macintosh Announcement" 1984 "icic.

In a full-page advertisement published in The Wall Street Journal Jobs says that the move to the BBDO advertising agency shows that "guardians" rather than "builders" now run Apple. From his point of view, this cfirms that Apple has lost its revolutiary spirit.

Transfer to BBDO

Chiat / Day was best known for producing Ridley Scott's original Macintosh Announcement during the first pass at Apple. However, the work of Chiat / Day did not always prove a comfortable fit for the company. Apple's board of directors hated the advertisement of "1984" – and almost completely put it aside.

The council's assessment turned out to be completely false this occasi, and the "1984" publicity was hailed. However, a 1985 follow-up called "Lemmings", created to promote Macintosh Office, bombarded hard. That year, Jobs became part of John Sculley's missi, which sought to impose his own image.

The favorite agency of Sculley, Batten, Bart, Dustine and Osborn, aka BBDO, w the Apple advertising market. worth $ 50 milli a year in the United States at the time. BBDO seemed to be an obvious choice in some respects, as he had managed Apple's advertising overseas since 1981 (except in Japan, Canada, and Australia).

Chiat / Day was the Apple agency since the first day. Originally, …

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