Apple to invest in more marketing agencies to battle Samsung
Apple’s advertising efforts have been in the spotlight recently with the Apple vs. Samsung trial. We’ve seen how disappointed Apple is about its own advertising efforts with the iPhone, and how shocked Phil Schiller is at the fact that Apple’s marketing firm doesn’t land a smart way to counteract Samsung lately. It was only a matter of time before Apple did something about it, and reports have it that things started today.
It seems that Apple has just hired four new digital ad agencies, including WPP’s AKQA, Interpublic Group’s Huge, Area 17, and Kettle. According to the report:
“The scope of the work being assigned across the agencies is broad, and will likely include user experience and digital strategy, among other elements, according to people familiar with the matter.”
Now contrary to what we expected to see after the trial documents emerged, this will not affect Apple’s relationship with its long-time ad agency TBWA/Media Arts Lab. It’s hard to tell exactly how all five companies will work together in boosting Apple’s image with everything that’s been happening lately, and specially with Samsung’s marketing push, but Apple’s next quarter results meeting should shed some light.
Apple spent $351 million on advertising in the U.S. in 2013, while Samsung spent $363 million. If this is shocking to you, it’s even more interesting to note that Samsung has always spent more in advertising than Apple in the past.