Adweek writes in a new report that Apple has restructured its relationship with longstanding partner of TBWA Media Arts Lab to focus more on digital advertising and advertising locally designed content. At the same time, the company cut down on the big global campaigns.

An employee at TBWA tells Adweek Agency is about to rearrange the organization to "be able to keep pace with how people consume media and content".

What it does include reduced resources to translate and localize campaigns, but increased resources for digital, data analysis, and social platforms. Local departments such as London and Tokyo has been instructed to focus on developing their own material that is more suited for these markets.

One example of the new local initiative is "Shot on iPhone" campaign , which has received several local versions that appear only on certain markets. Below a carnival-inspired advertising from Brazil, created by Lew'Lara TBWA in São Paulo.