Apple + Wipro

context

When Apple and Wipro set out to expand Apple’s footprint in enterprise environments, they faced a unique challenge: shifting longstanding perceptions. While Apple is beloved for its innovation and prestige among creatives and consumers, it wasn’t widely adopted in traditional IT-driven business settings. As Executive Creative Director, I led the end-to-end creative strategy to reposition Apple as an indispensable tool for modern workforces—highlighting security, scalability, and seamless deployment.

Insight

The challenge wasn’t just technical—it was deeply human. Many decision-makers in enterprise IT came from Windows-native backgrounds and lacked a clear understanding of the capabilities Apple brings to business. We needed to bridge that gap by speaking directly to their unique goals, barriers, and motivations.

Strategy & Solution

We started by identifying seven key enterprise personas—from CTOs to procurement officers—and built bespoke messaging that resonated with each of them. Our messaging framework honed in on real business needs: device choice, enterprise-grade security, cross-device productivity, app compatibility, and out-of-the-box remote setup.

Under my direction, we developed an immersive, modular B2B marketing ecosystem:

• Microsite Experience: Designed and launched a dedicated Wipro + Apple microsite that more than quadrupled their online footprint, optimizing for both usability and SEO.

• Persona-Based Sales Enablement: Created a flexible library of collateral, decks, and tools that allowed sales associates to customize content per audience.

• Narrative Cohesion: Unified storytelling across digital, presentation, and sales materials to reinforce key differentiators.

Results

• 4x growth in the Wipro + Apple digital footprint

• 7 unique enterprise personas targeted with tailored messaging

• Reduced SA reliance on presentation teams, empowering direct sales agility

• Elevated Apple’s reputation from “creative-first” to “enterprise-ready”

My Role

As Executive Creative Director, I led multidisciplinary teams of strategists, designers, and technologists across UX, brand, content, and interactive to shape every touchpoint. I was responsible for aligning creative strategy with Apple’s rigorous brand standards and Wipro’s business objectives—delivering a scalable solution that turned perception into adoption.

Campaign: LiVE Workspace for Apple

As part of our broader Apple + Wipro B2B marketing ecosystem, we strategically integrated the LiVE Workspace for Apple campaign to showcase how Wipro delivers seamless end-to-end Apple device lifecycle management for enterprise clients. Positioned under the umbrella of our persona-driven strategy, this initiative emphasized the human impact of Apple device choice in the workplace—spotlighting how empowering employees with the tools they love drives satisfaction, retention, and productivity.

We developed creative messaging and content around key proof points—such as zero-touch deployment, best-in-class security, and personalized support—that aligned with Wipro’s managed service capabilities. Our team built dedicated content modules within the microsite experience and sales toolkit to illustrate how LiVE Workspace removes IT friction and elevates the everyday user experience.

With a focus on intuitive storytelling, we brought to life the idea that "the best IT experience is the one you don't even know is happening." This messaging resonated with both technical and HR decision-makers, reinforcing Wipro’s unique value proposition as an Apple managed service provider. By embedding LiVE Workspace into the overall campaign architecture, we created a unified, flexible narrative that connected strategic business benefits with the emotional advantages of employee empowerment.

Humanizing Technology through Real User Stories

To further deepen the emotional resonance of Wipro’s LiVE Workspace for Apple campaign, we developed a compelling testimonial video series spotlighting real users—actual professionals whose day-to-day lives are empowered by the Apple ecosystem and Wipro’s managed services. These narrative-driven vignettes served as a powerful complement to the campaign’s strategic messaging, illustrating not just what the technology does, but what it enables people to do.

From Carla, the fast-moving marketer who stays ahead of campaigns with her iPhone, to Rose, the lifelong coder fueled by her MacBook and M1 chip—we brought a diverse range of user experiences to life. Each story was crafted to reflect a distinct persona, reinforcing Wipro’s commitment to supporting the entire Apple device lifecycle across a spectrum of industries and roles.

These human-centered stories were seamlessly integrated into the campaign’s digital experience, from spotlight placements on the microsite to use in sales enablement materials, social content, and presentations. The result was a marketing narrative that not only demonstrated Wipro’s technical capabilities, but connected deeply with the emotional needs of enterprise users and decision-makers. By making the abstract tangible and the personal professional, these testimonials transformed the concept of “device choice” into a movement of empowerment—proving that when people have the tools they love, their work (and life) just works better.