(Image Credit: iStockPhoto/PeskyMonkey)
Verizon is repositioning itself as a leading technology company, and to help steer that transformation it has hired Apple’s former global creative director.
Apple has long been regarded as a benchmark for stylish, culturally relevant branding, and Verizon has tapped Andrew McKechnie—previously Apple’s chief creative director—to serve as the carrier’s first chief creative officer.
McKechnie began his career in Asia before moving into major global agencies. He worked at BBDO and JWT early on, then relocated to New York in 2010 to join Y&R as Global Creative Director. His award-winning work there spanned clients such as LG Electronics, Land Rover North America, and the United States Olympic Committee.
In his new role, McKechnie will lead a team of roughly 60 creatives tasked with modernising Verizon’s brand across multiple touchpoints. That work will include reshaping marketing strategy, redesigning retail environments, revamping the company’s website, and developing new advertising that moves beyond the long-standing “most reliable network” positioning.
Like other major telecom operators, Verizon is pursuing growth beyond traditional mobile and broadband services. The company is expanding into higher-growth areas such as the Internet of Things (IoT) and video and content services—sectors that give Verizon an opportunity to build deeper customer relationships. Bringing creative leadership in-house is intended to accelerate those efforts and ensure the company has the internal capability to drive new products and experiences to market.
“As we expand our bench of world-class marketing talent, we are thrilled for Andrew to bring his global expertise and fresh aesthetic to the Verizon brand,” said Diego Scotti, Verizon’s Chief Marketing Officer. “Andrew and his team will help to drive demand for our products and services, as well as accelerate our efficiencies, speed to market and innovation.”
Scotti also made clear that Verizon will continue working with its existing independent agency and media partners, including McCann, R/GA, and Zenith. As Verizon finalises a high-profile acquisition of Yahoo, the company will likely rely on a mix of internal creative leadership and external partners to execute a complex brand and product strategy.
The Yahoo acquisition has been complicated by a series of security incidents that damaged that brand’s reputation. Over the past year, Yahoo disclosed multiple breaches: an initial hack that compromised millions of user accounts, followed by a later revelation that more than one billion accounts had been affected—described at the time as one of the largest data breaches in history. As a result of the fallout, Verizon negotiated a $350 million reduction in the purchase price.
“We have always believed this acquisition makes strategic sense,” said Marni Walden, Executive Vice President at Verizon. “The amended terms of the agreement provide a fair and favorable outcome for shareholders. It provides protections for both sides and delivers a clear path to close the transaction in the second quarter.”
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