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Apple said to double advertising and marketing team

post #1 of 41
Thread Starter 
A new report paints Apple as preparing to double the size of its advertising and marketing team as the Cupertino giant continues to move more of its marketing work in-house.



Sources familiar with Apple's plans say that the iPhone maker will expand its in-house design and marketing group from its current level of about 300 to between 500 and 600 staffers, reports AdAge. Until recently, Apple had been content to keep its marketing team around 300, because co-founder Steve Jobs wanted the firm to be known, according to one executive, "as a products company, not a marketing company."

Now, though, Apple is reportedly more interested in keeping intellectual property within its own operations and keeping more ownership of its creative work. To that end, Apple has been bringing on personnel to work on its own brand, including a number of senior creatives, high-level creative directors, and heads of innovation.

Apple has also been hiring on ad execs with experience in guiding brands and agencies. Those hires are meant in part to help create better ads for Apple's iAd network.

Normally one of the company's more celebrated aspects, Apple's ad operations have experienced some hiccups of late. A high-energy "Genius campaign rolled out earlier this year to considerable disdain. Apple pulled the campaign shortly after its debut.

Later campaigns featured similarly high-energy spots for the iPad, with a focus on the device's wide-ranging capabilities enabled by its App Store catalog. Those spots soon gave way to ads like the quieter "Photos Every Day," and "Designed by Apple in California," which have received mixed reviews.

Earlier this year, reports emerged that there was dissent in Apple's camp, with its advertising teams chafing under the leadership of marketing head Phillip Schiller. How exactly the reported marketing team expansion could relate to that in-house dissension is uncertain.
post #2 of 41
For those of you who read this article and are wondering, "What's the difference between sales and marketing??"

If you go out and get the order, you were doing "sales." If you don't get the sale, you were "marketing."
"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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"That (the) world is moving so quickly that iOS is already amongst the older mobile operating systems in active development today." — The Verge
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post #3 of 41

Watch out Samdung.  Two can play your game of massive advertising.  Guess who will run out of money first?  First commercial should have a spoof on people using 9 inch Samdung phones and having viruses and stuck with a 3 year old OS.

 

Watch out Google.  You should have been content staying in your own lane.  Apple was happy staying out of the ad business but you were greedy and wanted a piece of the mobile OS/ mobile device sector.  Thermonuclear.

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Apple Purchases last 12 months - iPhone 5S (two), iPhone 6, iPhone 6+ (two), iPadAir, iPadAir2, iPadMini2, AppleTV (two), MacMini, Airport Extreme, iPod Classic.
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post #4 of 41
Phil Schiller's handling of Apple's advertising has been shoddy. I've noticed some of their billboards are nonsensical, and most of the tv ads have been awful.
post #5 of 41
Your post is opinion with no reasons why.

Quote:
Originally Posted by AndrewofArabia View Post

Phil Schiller's handling of Apple's advertising has been shoddy. I've noticed some of their billboards are nonsensical, and most of the tv ads have been awful.

 

Originally by Rickers - 2014 : Cook & will bury Apple.  They can only ride Steve's ghost so long.



 Originally Posted by  thataveragejoe :  Next week  Korea Times, "I'm gay too"-Samsung



 



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Originally by Rickers - 2014 : Cook & will bury Apple.  They can only ride Steve's ghost so long.



 Originally Posted by  thataveragejoe :  Next week  Korea Times, "I'm gay too"-Samsung



 



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post #6 of 41
Quote:
Originally Posted by sog35 View Post


Watch out Google.  You should have been content staying in your own lane.  Apple was happy staying out of the ad business but you were greedy and wanted a piece of the mobile OS/ mobile device sector.  Thermonuclear.

No, they still only want a big piece of mobile ads for the most part. Having a mobile OS that helps ensure they're a big player in mobile ads is just a piece of their puzzle. Google never intended to compete with their own hardware which is why the OS is so widely licensed.

I suppose if push comes to shove and there's too much intrusion on their core revenue stream they might be forced to go the hardware route.

Here's something rarely mentioned. It was Apple who first signaled an intent to compete directly with Google by bidding on AdMob. If Apple had no intention of eventually pushing Google off of their platform as the ad provider why would Apple have gone after AdMob in the middle of 2009? That was long before Steve Jobs showed his displeasure and threatened to go thermonuclear. If you were Google how would you have read it?

IMO it was obviously Apple throwing down the first gauntlet, not Google. You expected Google wouldn't react to an unexpected competitor they thought was a partner? While even DED will agree that Microsoft was the original target of Android, this little move from Apple no doubt got Google's attention and may have been the impetus behind today's cooler relationship.
http://forums.appleinsider.com/t/104782/apple-met-with-admob-weeks-before-acquisition-by-google
Edited by Gatorguy - 9/9/13 at 10:38am
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post #7 of 41
Originally Posted by sog35 View Post
First commercial should have a spoof on people using 9 inch Samdung phones and having viruses and stuck with a 3 year old OS.

 

Apple's commercials shouldn't acknowledge the existence of any products made by any companies except Apple.

post #8 of 41
Quote:
Originally Posted by Paul94544 View Post

Your post is opinion with no reasons why.

Quote:
Originally Posted by AndrewofArabia View Post

Phil Schiller's handling of Apple's advertising has been shoddy. I've noticed some of their billboards are nonsensical, and most of the tv ads have been awful.

 


Well just take the latest campaign. For starters, its backwards-looking, a celebration of past success. Definitely not something Apple should be conveying at this time. Secondly, it's an awful ad, full of heavy-handed self-aggrandizement. Its one big sentimental pat on the back. As for their billboards, I recall their hideous giant iPad Mini board, which shows an iPad Mini on a completely white background. It's placed on the ride side of the frame, and there is an enormous amount of useless white space. No context, no interest.

More dumb ads: crappy unfunny Santa/Siri thing, crappy unfunny Genius campaign, crappy and patronizing celebrity Siri ads, hideously patronizing iPhone 5 thumb-size ad, nonsensical William sister impersonators iPhone 5 ads. Those uncomfortably long and sleepy photography and music ads playing right now... Aside from those adjectives, they're all just non-creative.
post #9 of 41
Quote:
Originally Posted by Macky the Macky View Post

For those of you who read this article and are wondering, "What's the difference between sales and marketing??"

If you go out and get the order, you were doing "sales." If you don't get the sale, you were "marketing."

 

LOL - an oldie but goodie, with more than a smack of truth about it.

post #10 of 41

MacRumors says: "Apple doubles In-House Creative Design Team"

AI The post heading says: Advertising and Marketing Team.

The post says: 

Quote:
iPhone maker will expand its in-house design and marketing group from its current level  

 

:mad:

post #11 of 41
the recent 'principles' ads gave me the impression of slight desperation. A bit too Hallmark for me,
post #12 of 41
Originally Posted by queue View Post
the recent 'principles' ads gave me the impression of slight desperation. A bit too Hallmark for me,

 

Thanks for highlighting the modern thought that having principles is too "mushy". It'll never be the case, but…

post #13 of 41
Quote:
Originally Posted by Gatorguy View Post

Here's something rarely mentioned. It was Apple who first signaled an intent to compete directly with Google by bidding on AdMob. If Apple had no intention of eventually pushing Google off of their platform as the ad provider why would Apple have gone after AdMob in the middle of 2009? That was long before Steve Jobs showed his displeasure and threatened to go thermonuclear. If you were Google how would you have read it?

IMO it was obviously Apple throwing down the first gauntlet, not Google.

 

It's "rarely mentioned" because you're wrong. Google began copying the iPhone OS in 2007, more than 2 years before the AdMob bidding, with the first Android OS phone sold in late 2008. Apple then began bidding for AdMob. So, 'twas Google that threw down the first gauntlet because, although they relished the new source of revenue from Apple, they couldn't live with not controlling the platform.

 

The only context in which Apple would be considered to have "thrown down the first gauntlet" would be the introduction of the revolutionary iPhone--not just some Blackberry clone like Android originally was--which threatens Google's desktop ad revenue. It's hard to blame Apple for instigating such wonderful change!


Edited by Cpsro - 9/9/13 at 10:57am
post #14 of 41
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post #15 of 41
Quote:
Originally Posted by Cpsro View Post

It's "rarely mentioned" because you're wrong. Google began copying the iPhone OS in 2007, more than 2 years before the AdMob bidding.

It was clear to everyone else in 2007 that Google was partnering with Apple against Microsoft. Android was part of that strategy as even DED rightfully recognized and still acknowledges. As a matter of fact Schmidt was perhaps still on Apple's board when Apple management first reportedly approached AdMob. He didn't resign until August of that year.

It wasn't until early 2010, and after Apple's competing effort to acquire AdMob several months earlier, that the Google/Apple partnership began to publicly develop cracks. There's no proof that one led to the other of course but Google would have been foolish to ignore Apple's apparent plans to enter the ad business, don't you think? Apple may not have chosen to enter the search business but they certainly decided to enter the ad business.
Edited by Gatorguy - 9/9/13 at 11:47am
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post #16 of 41
Quote:
Originally Posted by Tallest Skil View Post

Thanks for highlighting the modern thought that having principles is too "mushy". It'll never be the case, but…

Nothing wrong with having principles, there may be something wrong with a person who gets mushy when espousing his principles though. Apple is hideously sappy and self-congratulatory with this new campaign.
post #17 of 41
It's great they still keep their principles but the delivery method of letting people know (the ads) is not quite right. It's like they are selling an philosophy rather than products.
post #18 of 41

don't think that the new phone(s) and new operating systems (7 and mavericks) will sit on the the shelves sans advertising. new ads are imminent.

post #19 of 41
Quote:
Originally Posted by Tallest Skil View Post

Apple's commercials shouldn't acknowledge the existence of any products made by any companies except Apple.

So you're saying the wildly successful "I'm a Mac, I'm a PC" ads were a bad idea, then?

Ok.
post #20 of 41
Originally Posted by Cash907 View Post
So you're saying the wildly successful "I'm a Mac, I'm a PC" ads were a bad idea, then?

 

No, and you know better. Now shut it.

 

Originally Posted by AndrewofArabia View Post
Nothing wrong with having principles, there may be something wrong with a person who gets mushy when espousing his principles though. Apple is hideously sappy and self-congratulatory with this new campaign.

 

They're the only company in the industry with principles. You're just not used to seeing them presented.

 

Originally Posted by queue View Post
It's like they are selling an philosophy rather than products.
 

Who says they're not? And what's wrong with their philosophy, particularly since it's best for customers?

post #21 of 41
Quote:
Originally Posted by Tallest Skil View Post

No, and you know better. Now shut it.


They're the only company in the industry with principles. You're just not used to seeing them presented.

Who says they're not? And what's wrong with their philosophy, particularly since it's best for customers?

I disagree. I've seen them presented beautifully in the think different campaign, and then again in that video that opened WWDC. The video that closed the show, the one used as the ad, is a complete bummer, pure sap.
post #22 of 41
Quote:
Originally Posted by AppleInsider View Post

Apple has been bringing on personnel to work on its own brand, including a number of senior creatives, high-level creative directors, and heads of innovation.

http://allthingsd.com/20121206/creativity-and-innovation/

"A lot of companies have innovation departments, and this is always a sign that something is wrong when you have a VP of innovation or something. You know, put a for-sale sign on the door."
- Apple CEO Tim Cook, in an interview with Bloomberg Businessweek’s Josh Tyrangiel

It sounds good to have so many creative people on board because it's more options to filter through but 500-600 seems like a lot of people to manage to deliver a cohesive message.

They could look back to what were their most successful ad campaigns (not in terms of sales conversions but in delivering the message) and least successful and summarize the messages they conveyed. Then build up a short list of messages they want to convey about the brand and build campaigns around those with a coherent style. They shouldn't spell out the message either because all the execs at other companies start to use the same terminology.

- people-focused, philosophical, inspirational ads. No stock footage. http://www.youtube.com/watch?v=qSRPWWSeJww
- product-focused ads. Upbeat, fun, straight to the point. http://www.youtube.com/watch?v=Zxx-aMs0ruY
- competition focused, negative marketing, humorous. http://www.youtube.com/watch?v=WP9tkpMRD9s
- service focused, empathise with customers, humorous. http://www.youtube.com/watch?v=MrPm-gcUO1s
post #23 of 41
Basically, the products sell themselves.
Bringing the ad work in-house just helps to cut down on leaks.

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post #24 of 41
Quote:
Originally Posted by Gatorguy View Post

Here's something rarely mentioned. It was Apple who first signaled an intent to compete directly with Google by bidding on AdMob. If Apple had no intention of eventually pushing Google off of their platform as the ad provider why would Apple have gone after AdMob in the middle of 2009? That was long before Steve Jobs showed his displeasure and threatened to go thermonuclear. If you were Google how would you have read it?

IMO it was obviously Apple throwing down the first gauntlet, not Google. You expected Google wouldn't react to an unexpected competitor they thought was a partner? While even DED will agree that Microsoft was the original target of Android, this little move from Apple no doubt got Google's attention and may have been the impetus behind today's cooler relationship.
http://forums.appleinsider.com/t/104782/apple-met-with-admob-weeks-before-acquisition-by-google

 

Here's a bit of history

 

Motorola Droid released october 17 2009 --> Link here

Google buys adMob on november 9 2009 --> Link here

 

Are you saying that Apple pulled the first punch and it only took Google and Motorola 4 months to come up with the Droid?

Or was it that Google had already shifted away from the BlackBerry clone business and went into the iPhone clone business way before the middle of 2009?

post #25 of 41
Quote:
Originally Posted by TheDBA View Post

Here's a bit of history

Motorola Droid released october 17 2009 --> Link here
Google buys adMob on november 9 2009 --> Link here

Are you saying that Apple pulled the first punch and it only took Google and Motorola 4 months to come up with the Droid?
Or was it that Google had already shifted away from the BlackBerry clone business and went into the iPhone clone business way before the middle of 2009?

Google developed the Droid? Suppose it could have been more Google and less Motorola but at that time Google had no economic association with Moto other than just another member of the Open Handset Alliance and I can't find anything saying it was a Google project.. Google wasn't building smartphones, they were creating an OS used on smartphones.

IIRC it was activating multi-touch in Android (it was already there but not used at Jobs request) that reportedly set Mr. Jobs off in early 2010. Palm had already rolled it out a year earlier so Android was hardly the first imitator of the iPhone feature.

Seems to me things took a tum for the worse after Apple's surprise AdMob interference, but perhaps there were several things going on all at the same time and it was both sharing some blame for the partnership beginning to fail. In any case Apple's plan to enter Google' core ad business was pretty obvious as far back as mid 2009 so whatever Apple does now with ads won't be a surprise.
Edited by Gatorguy - 9/9/13 at 12:42pm
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post #26 of 41
Quote:
Originally Posted by Gatorguy View Post


Google developed the Droid? Suppose it could have been more Google and less Motorola but at that time Google had no economic association with Moto other than just another member of the Open Handset Alliance and I can't find anything saying it was a Google project.. Google wasn't building smartphones, they were creating an OS used on smartphones.

IIRC it was activating multi-touch in Android (it was already there but not used at Jobs request) that reportedly set Mr. Jobs off in early 2010. Palm had already rolled it out a year earlier so Android was hardly the first imitator of the iPhone feature.

Seems to me things took a tum for the worse after Apple's surprise AdMob interference, but perhaps there were several things going on all at the same time and it was both sharing some blame for the partnership beginning to fail. In any case Apple's plan to enter Google' core ad business was pretty obvious as far back as mid 2009 so whatever Apple does now with ads won't be a surprise.

I responded to your original post that said that Apple threw down the gauntlet or first punch if you prefer, somewhere in the middle of 2009.

My point is that 4 months is nowhere near enough time to switch Android OS development around and then along with hardware partner Motorola release an actual product.

post #27 of 41

So what was Steve Jobs' reasoning behind using an outside ad agency for so long? I'm guessing because he'd settle for nothing but the best. In-house advertising departments tend to become quite political (meaning, inter-office politics become far more important than the work). It'll be interesting to see if/how Apple intends to manage this. I want to believe they can keep their creativity and drive fully engaged and with their goals outward directed, not internal.

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GOA

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post #28 of 41
Quote:
Originally Posted by TheDBA View Post

I responded to your original post that said that Apple threw down the gauntlet or first punch if you prefer, somewhere in the middle of 2009.
My point is that 4 months is nowhere near enough time to switch Android OS development around and then along with hardware partner Motorola release an actual product.
You might be confusing the Droid with the HTC Dream
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post #29 of 41
What's to become of the ad agency they've been using for years?
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post #30 of 41
Originally Posted by dasanman69 View Post
What's to become of the ad agency they've been using for years?

 

Who says they won't just prefer hires from Chiat\Day?

post #31 of 41
Quote:
Originally Posted by Tallest Skil View Post

Who says they won't just prefer hires from Chiat\Day?

Let's say they do hire from the agency, what happens to the agency itself?
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post #32 of 41
Originally Posted by dasanman69 View Post
Let's say they do hire from the agency, what happens to the agency itself?

 

Keeps existing. It's larger than the number of people Apple would want to hire.

post #33 of 41
Quote:
Originally Posted by Tallest Skil View Post

Keeps existing. It's larger than the number of people Apple would want to hire.

In what capacity? I'm sure Apple was it's biggest money maker.
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post #34 of 41
Originally Posted by dasanman69 View Post
In what capacity? I'm sure Apple was it's biggest money maker.

 

Two divisions, LA and NY. Here's LA's client list.

 

I'm sure they'll do fine.

post #35 of 41
IMO, huge mistake! Having worked in the advertising business for 25 years I have witnessed companies build in-house capabilities and thus make big mistakes. They are now employees - if the work goes stale, which it often does, all you can do is suck it up, or fire them. Instead, with an agency, you can simply use different creative teams that compete against each other, or just hire a new agency. It sounds like Apple is this building a huge bureaucratic mess.
post #36 of 41
There is an interesting tension in how they market iOS. I found the "Designed in California" direction is extremely classy, but to a non smartphone user it comes across as more of a product category advertisement. Do they acknowledge the competition by highlighting their weaknesses? Traditionally incumbents do not.

Samsung would be the only competition worth acknowledging if at all. But Attacking Samsung on features is unlikely to be fruitful. Samsung are nimble and can re-spec quickly. Unlike Apple, Samsung don't appear to care about ramping product features so steeply they alienate previous generation device users.

They would be better off attacking brand pride. If Samsung devices can be repositioned as boisterous, gaudy, clumsy and an inconvenience to others (all of which I personally find to be true) people will feel embarrassed about owning them.

That hideously annoying "wolf-whistle" ringtone would be a great place to start. Make Samsung users embarrassed every time their phone goes off in public. Inappropriately sized screens and clumsy software interfaces are also easy to lampoon. Perhaps someone losing an eBay auction because they are standing at a bus stop with a hand full of shopping and they can't reach the bid button with one hand. Or an person clocking an elevator full of people in the head with an oversized handset just to answer a phone call.
post #37 of 41

So we know there will be one new product SKU sort of - the 5C - which is just last year's iphone really, my point is, what makes Apple want to expand their s/m department so drastically? More new products to be released isn't it?! But, itunes radio, mac pro, mavericks, new ipads, new macbooks, more or less same old same old, just one new service there, so what's the fuss about? If the internal team sucks right now, they could "restructure" and fire people first but why take on almost double? There must be something new coming soon isn't it, they couldn't just hire 50 more people or something, 2 to 300, that's a building full of people ... what if they are only internalizing all the ad outsourcing they normally do? That's so not exciting though.

post #38 of 41
Quote:
Originally Posted by Dunks View Post

There is an interesting tension in how they market iOS. I found the "Designed in California" direction is extremely classy, but to a non smartphone user it comes across as more of a product category advertisement. Do they acknowledge the competition by highlighting their weaknesses? Traditionally incumbents do not.

Samsung would be the only competition worth acknowledging if at all. But Attacking Samsung on features is unlikely to be fruitful. Samsung are nimble and can re-spec quickly. Unlike Apple, Samsung don't appear to care about ramping product features so steeply they alienate previous generation device users.

They would be better off attacking brand pride. If Samsung devices can be repositioned as boisterous, gaudy, clumsy and an inconvenience to others (all of which I personally find to be true) people will feel embarrassed about owning them.

That hideously annoying "wolf-whistle" ringtone would be a great place to start. Make Samsung users embarrassed every time their phone goes off in public. Inappropriately sized screens and clumsy software interfaces are also easy to lampoon. Perhaps someone losing an eBay auction because they are standing at a bus stop with a hand full of shopping and they can't reach the bid button with one hand. Or an person clocking an elevator full of people in the head with an oversized handset just to answer a phone call.

I agree absolutely your comment about Samsung products and every time I hear that stupid and immensely irritating whistle I feel like wanting to ask the owner to turn it off! I've owned a Samsung TV that has the worse remote control I've seen on a TV, and a camera that just doesn't inspire any emotional attachment like my FujiFilm and Leica do. So I am not being prejudice but am speaking from real user experience. I am saddened that a lot of my friends have turned from iPhone to Samsung just because they needed something new to freshen up their boring life, not because their offerings are significantly better than iPhone. To me I will not buy another Samsung product, and will stick with iPhone as long as it stays what it is (I am not sure how things will be 3 years from now because Steve is no longer with us)
post #39 of 41
Apple used to have good ads. As of now, they are complete junk. Their annoying and don't sell/promote/describe any products. I sure hope they remove their heads and start good/productive/enjoyable ads.

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post #40 of 41
Quote:
Originally Posted by bottleworks View Post

Apple used to have good ads. As of now, they are complete junk. Their annoying and don't sell/promote/describe any products. I sure hope they remove their heads and start good/productive/enjoyable ads.

Sorry but based on the last series of iPhone and iPad ads, I can categorically state that you are ignorant and have no sense of what is great and what is junk. So, based on that, please shut up.

 

------------------------------

 

So Apple will double it, eh?

 

That means that samsung will just spend 5x more than Apple, instead of 10x. Bunch of brainwashers selling oversaturated screens to ignorant people.

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