Apple has hired Musa Tariq who once worked under Apple's senior VP of retail and online stores Angela Ahrendts when at British luxury fashion house Burberry. Tariq has a good sense of humor being that he tweeted this earlier today: "First day of school. Hope the other kids like me!" That's a good ice breaker. Tariq who's last job was a Nike was hired at Apple to be their digital marketing director.
Most recently, Tariq was global senior director of social media and community, digital brand for Nike, a position he had served since 2012, according to his LinkedIn profile. From 2009 until 2012, Tariq, a former ad exec, had worked at Burberry as global director of digital marketing.
At Burberry, Tariq was responsible for the brand's "Tweetwalk" program that let the brand reveal its new season looks on Twitter before they hit the runway. At Nike, Tariq was best known for pulling all of the brand's social media marketing in-house rather than relying on ad agencies AKQA and Wieden & Kennedy, Mindshare and R/GA.
It was reported back in 2013 that Apple was to Hire Creatives in Major Marketing Department Expansion. Specifically, Ad Age noted that "Apple is looking for a few good creatives as it works to bring more of its advertising and marketing in-house.
In a follow-up report, Ad Age added in June 2014 that "BWA/Media Arts Lab was presenting fresh work to its signature client when the Apple executive across the table stopped the proceedings and handed over another idea, saying simply, "We like this better." The favored ad was created by a rival agency: Apple's in-house shop.
It appears with hiring Tariq, Apple is boldly moving in the direction of taking more control over their public image and all things related to social media.
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