Apple will partner up with an additional four digital agencies – AKQA, Huge, Area 17, and Kettle – according to sources speaking with AdAge.
The new hires come on the heels of an email exchange between Apple’s head of worldwide marketing, Phil Schiller, and TBWA, which made headlines recently, as the iPhone maker is battling with Samsung over patent infringements. In an email sent to Media Arts Lab’s James Vince, Phil Schiller was amazed by rival Samsung’s media campaign.
The iPhone maker works with multiple digital agencies, such as Profero, Rosetta, Traction and Eleven, and its long-term partner TBWA/Media Arts Lab. The new hires won’t affect existing partnerships, but are in line with Apple’s effort to get access to talent. Last September there were rumours about Apple doubling its in-house design team to between five and six hundred.
The second round of patent litigation has brought up some interesting information from both Apple and Samsung. The latter’s top priority for 2012 was to beat Apple. It did manage though, as Samsung outspent Apple in ad spending that year and became the top global smartphone vendor.
In the US, however, Apple maintains a strong position: the iPhone maker remained the most popular smartphone vendor, according to comScore’s data. Samsung’s $401 million ad campaign has helped the company to grow its user base faster, but it is still more than 10% behind in popularity.