Apple Expanding Marketing Efforts with New Ad Agencies to Battle Samsung Threat

Apple is planning to expand and improve marketing efforts by partnering with four new digital ad agencies, including WPP's AKQA, Interpublic Group's Huge, Area 17, and Kettle, reports Ad Age. The agencies will work on digital strategy and user experience, among other things.

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.

According to Ad Age, Apple's new partnerships will not affect existing relationships, such as that with TBWA/Media Arts Lab. Apple's longtime advertising partner was recently in the spotlight after the Apple vs. Samsung trial surfaced a heated email correspondence between the agency and Apple's head of marketing Phil Schiller.

Apple and Schiller were unhappy with the TBWA's early 2013 advertising efforts, but those relationship wrinkles were apparently ironed out as Apple has continued to work with the agency, producing the successful "Photos Every Day" and "Music Every Day" advertisements in late 2013.


Apple also works with several other digital shops and in 2013, the company began working on doubling the size of its in-house creative design team, likely as a response to increased pressure from Samsung. Samsung's "The Next Big Thing" advertising campaign reportedly infuriated Apple executives, leading to its troubles with its own advertising agencies.

According to a recent report, Apple spent $351 million on advertising in the U.S. in 2013, while Samsung spent $363 million. In years past, Samsung has far outspent Apple on advertisements, but that gap appears to have narrowed as Apple has made moves to improve its marketing campaigns.

Top Rated Comments

theheadguy Avatar
111 months ago
Maybe Apple should just start innovating again.
Score: 20 Votes (Like | Disagree)
wikiverse Avatar
111 months ago
Apple needs to stop making ads aimed people who have never owned a smartphone.

Once you've had 4 iPhones, they're not 'magical' or 'inspiring' or 'revolutionary' anymore.

It' just a phone. Everyone has one.
Score: 16 Votes (Like | Disagree)
TheRainKing Avatar
111 months ago
Compare that rubbish ad in the article to some old Apple ads.



Apple use to have so much charisma, but now they just come off as another soulless company.
Score: 9 Votes (Like | Disagree)
IPPlanMan Avatar
111 months ago
How about putting a new product in one of those ads Tim?
Score: 7 Votes (Like | Disagree)
cowbellallen Avatar
111 months ago
Apple's commercials have somehow morphed into ads about interesting people doing crazy things I'll never do with my iPhone. They also all seem to be focused on the internal camera more than anything. Is the camera really the thing that convinces people to buy an iPhone?

Also, do they not advertise for Mac computers anymore?
Score: 7 Votes (Like | Disagree)
CrickettGrrrl Avatar
111 months ago
It's not good to look desperate.
Score: 5 Votes (Like | Disagree)

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