BusinessInsider:

Apple announced a sweep of management changes on Thursday, which includes the appointment of Tor Myhren, who has become the company’s vice president of marketing and communications.

43-year-old Myhren will join in early 2016 from well-respected ad network Grey Group, where he was worldwide chief creative officer and president of its New York shop Grey New York.

Now he’s moving client-side. At Apple he’ll be responsible for all the brand’s marketing efforts — everything from its big TV campaigns, to packaging, and retail store displays.

It’s been rumored for a while that Phil Schiller hasn’t been happy with Apple’s ad campaigns in the past 18 months. This is a sign the company is looking to shake up how it projects itself to the consumer.