Corporate legal dramas often serve as a reminder to one of the new cardinal rules of business:
Watch what you say in email.
I suspect there are a few people at Apple and its ad agency TBWA\Chiat\Day who wish they could take their messages back, now that Samsung’s lawyers have introduced them as evidence.
One email from Phil Schiller to Tim Cook says that Apple “may need to start a search for a new agency … we are not getting what we need from [Chiat] and haven’t been for a while.”
Tim’s reply: “If we need to do this, we should get going.”
This all happened in 2013, so who knows if it’s blown over by now. But given Steve Jobs’ long-running relationship with Chiat, this potentially represents a huge break from the past.
A little perspective is in order. Continue reading →