Apple: Creative Marketer of the Year 2025 – Decoding Its Global Success
- Napisa Nakpresha
- Jun 22
- 2 min read
Updated: Jun 23
One of my favorite moments at Cannes Lions 2025 was watching the awards show. It’s more than just trophies. It’s a celebration of creativity, where winning campaigns come to life.
This year, Apple didn’t just take home multiple awards. They earned the highest distinction: Creative Marketer of the Year 2025. It’s their second time receiving the honor, the first being in 2019. What sets them apart? To find out, I attended the Festival Opening Seminar, Creative Marketer of the Year | Apple | Human After All, led by Tor Myhren, Apple’s VP of Marketing Communications.
You Gotta Feel It
“To build brand love, it’s not enough for marketing to make you understand something, it has to make you feel something.” — Tor Myhren
Apple masters this. A standout example is their 2024 holiday ad Heartstrings, which showcases the AirPods Pro 2’s hearing aid feature. But beyond tech, it tells a touching story of a father and daughter. Watching it for the first time during the seminar, I was genuinely moved. That’s Apple’s magic: creating emotional connection.
The Human Touch
“The good news is AI isn’t going to kill advertising. The bad news is AI isn’t going to save advertising. We’ve got to save ourselves by believing in what has always made this industry so special: humans and creativity.” — Tor Myhren
Apple puts people at the center of its storytelling. Take the “6 out of 5” ad as an example. It’s not just a spec sheet, it’s humor done right. I watched it in a room full of creatives, and hearing the laughter ripple through the crowd was a moment I won’t forget. That’s the power of human connection.
From the iconic 1984 Macintosh ad to today’s campaigns, Apple consistently puts emotional connection and creativity at its core. As someone passionate about global marketing, I find it inspiring. Apple’s ability to tell stories that resonate universally, whether in Paris, New York, or Bangkok, reminds me that great marketing knows no borders.
That night at the awards show, I didn’t just witness creativity, I felt its impact. And one day, I hope to create work that doesn’t just earn applause, but creates connection and meaning that endures.
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