Apple hiring new ad agencies to battle Samsung’s marketing campaigns

Apple may expand its marketing efforts with the addition of four new ad agencies as it tries to compete with Samsung and its marketing dollars. The groups will focus on user experience and digital strategy, reports Ad Age, citing “people familiar with the matter” s its sources. Apple may be working with ad agencies on the both coasts of the US, include West Coast powerhouses WPP’s AKQA and Interpublic Group’s Huge and smaller New York indie agencies such as Area 17 and Kettle. Apple still will work with TBWA/Media Arts Lab, which was highlighted recently in the high profile patent infringement case between Samsung and Apple. APple Marketing Executive Phil Schiller reportedly bumped heads with TBWA/Media Arts Lab after Samsung debuted its Superbowl ad in 2013. “I watched the Samsung pre-superbowl ad that launched today,” Mr. Schiller said in an early 2013 e-mail to Media Arts Lab’s James Vincent. “It’s pretty good and I can’t help but think these guys are feeling it (like an athlete that can’t miss because they are in a zone) while we struggle to nail a compelling brief on iPhone.” Apple allegedly is poaching design and creative staff from ad agencies as the company tries to bolster its internal marketing team, which could double in size says an inside source to Ad Age. Apple will be playing catch up to Samsung, which dominates it rivals in both ad spending and in media strategy with its edgy ads that promote its own products, while poking fun at competitors. The company’s latest advertisement focuses on its Galaxy Tab Pro tablets and the “Pro” features that are missing in the iPad. Apple, though, is leading in the most important metric — market share. In the US, Apple’s iPhone is used by 41.3 percent of U.S. smartphone subscribers, as compared to 27 percent for Samsung. Both Apple and Samsung are gaining customers, with Samsung’s rate of adoption in early 2014 outpacing iPhone adoption among consumers. This may change with the debut of a large-screen iPhone 6 later this fall. Continue reading →

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