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.