Demonstrating the level of influence it has in the final days before the iPhone rollout, Apple will see its favorite advertising firm TBWAChiatDay take control of marketing the device, pushing aside AT&T's regular choice.
Huh? AppleInsider, are you saying that AT&T will be using TBWAChiatDay because Apple asked them to? Otherwise this story makes no sense.
...Apple's opinion has swayed AT&T in the iPhone launch. Although BBDO is AT&T's preferred advertiser for its phones and services, the ad agency's connection to the cellular provider was reportedly not enough to avoid the switch to a different contractor.
Yup, that's what you are saying. OK, that is indeed a surprise.
"...Apple's opinion has swayed AT&T in the iPhone launch. Although BBDO is AT&T's preferred advertiser for its phones and services, the ad agency's connection to the cellular provider was reportedly not enough to avoid the switch to a different contractor."
this story seems a little obvious. why would apple change agencies just because APPLES phone needs to be marketed. its not AT&T's call, its Apples ball, AT&T just got invited to the game. this story is like reporting on who takes what in their coffee.
well actually, that would of been more of a story back in steves experimental days. "excuse me, can i get a cup of coffee and two drops of liquid acid, hold the cream and sugar".
this is really not news at all. i think this is more of an announcement that apple isn't going to do any co-op ads with at&t and is instead choosing to use all the money themselves to control the ads. apple can't control what at&t does with its ad dollars. if at&t wants to put money against a campaign for the iphone, i'm sure they could.
for the record, bbdo is also a good agency. the "what's on your powerbook" and original "get a macintosh" campaigns were both created by bbdo.
For Apple it's a smart move. They get the agency they're used to, and will craft a message consistent with other Apple products.
For AT&T it's a smart move. If Apple wants to pay the $Millions$ for an ad campaign, why not let them? I'm sure AT&T is paying for a small part, but doubt it's much. This is obviously Apple's baby and AT&T is just letting them run with it.
I'm not sure why the choice of ad agency is of interest. To me, that's about as interesting as knowing who supplies the copper for the circuit boards. I know there's more to it than that, the ads are a lot higher profile. I'm not sure if Apple's recent string of ads are all that great anyway. In some respects, the ads with Hodgeman/Long kind of backfired for a lot of people and lowered Apple's reputation in some countries. Someone didn't account for cultural differences here, it looked like an attack ad series to some cultures.
There was never a contest, Jobs wanted TBWA/Chiat/Day, and he got what he wanted as always. There was a quote along the lines of "Steve Jobs believes market research is looking in the mirror and asking himself what he wants." I guarantee you that if there was a "contest" it was only in the minds of AT&T execs, not Jobs. You are talking about a guy who will physically take a contract and throw it in the trash if he doesn't like it. When he wanted to work for Atari, he sat there and told them to hire him or call the police because he wasn't leaving. This is part of what makes him great. I think that people who deal with him already realize the strength of his convictions and would rather just give up rather than fight against him and lose anyway.
Other than that, some of the best ads of all time have been made by TBWA/Chiat/Day, and definitely the best computer/electronics ads. From 1984 to Think Different to the iPod ads, these ads are amazing and have created huge amounts of secondary buzz around the products.
There was never a contest, Jobs wanted TBWA/Chiat/Day, and he got what he wanted as always. There was a quote along the lines of "Steve Jobs believes market research is looking in the mirror and asking himself what he wants." I guarantee you that if there was a "contest" it was only in the minds of AT&T execs, not Jobs. You are talking about a guy who will physically take a contract and throw it in the trash if he doesn't like it. When he wanted to work for Atari, he sat there and told them to hire him or call the police because he wasn't leaving. This is part of what makes him great. I think that people who deal with him already realize the strength of his convictions and would rather just give up rather than fight against him and lose anyway.
Other than that, some of the best ads of all time have been made by TBWA/Chiat/Day, and definitely the best computer/electronics ads. From 1984 to Think Different to the iPod ads, these ads are amazing and have created huge amounts of secondary buzz around the products.
If IBM had handed me 100+ Pages of Lawyerese I'd toss it too.
Fortunately his market research these days amounts to more than just looking in the mirror every day, he's changed since the exile.
this story seems a little obvious. why would apple change agencies just because APPLES phone needs to be marketed. its not AT&T's call, its Apples ball, AT&T just got invited to the game. this story is like reporting on who takes what in their coffee.
No, it should be ATT's call.
We've already been through this. Why don't you go back and read some of the posts?
We've already been through this. Why don't you go back and read some of the posts?
Ah, OK. I read the posts. Why "should" it be AT&T's call again?
Because that's the way it's always been? This is Apple's product and a HUGE product. Steve Jobs isn't going to give up control of the advertising, just because it may have typically been done that way in the past....or with other phones.
The article clearly says that they will be advertising the device. What did you mean by "the entire project"?
Ah, OK. I read the posts. Why "should" it be AT&T's call again?
Because that's the way it's always been? This is Apple's product and a HUGE product. Steve Jobs isn't going to give up control of the advertising, just because it may have typically been done that way in the past....or with other phones.
The article clearly says that they will be advertising the device. What did you mean by "the entire project"?
Despite all of the hoopla, phones are just meant to get one to sign on with a service.
The concept has always been for good reason, for the cell provider to advertise that they have a "hot" phone to go with that service.
Normally, most phones have been available for most providers, though not always at first. So the provider advertises that they have that "hot" phone, and look at the advantages you will get by coming with us.
At the same time, the phone maker, if it has a "hot" phone, advertises that phone in tandem, to keep the phone in people's face.
You must remember the "Only With Moto" ads? Samsung did the same thing when they first came out with the i300 Palmphone.
BUT, it's the carriers that sell 90% of these phones, and so they do the heavy lifting.
Most people don't change carriers for a phone, except for unusual circumstances.
This time it's different. ONLY ATT will be carrying the phone, so one would expect that they would certainly heft the expense, and direction, for the ads. Then Apple would do some of their own as well.
But, Apple is apparently insisting that it's the phone that will sell, not the provider, and so they won the right to control the ads—so far.
This time it's different. ONLY ATT will be carrying the phone, so one would expect that they would certainly heft the expense, and direction, for the ads. Then Apple would do some of their own as well.
Don't forget about the Apple retail stores. I expect they will be storing and selling a much higher quantity than the AT&T retail outlets.
Most people don't change carriers for a phone, except for unusual circumstances.
Don't you think this is one of those unusual circumstances?
Quote:
Originally Posted by melgross
But, Apple is apparently insisting that it's the phone that will sell, not the provider, and so they won the right to control the ads?so far.
From reading the posts regarding the iPhone over the last several months, I agree with Apple. I don't see anyone getting all excited about *any* phone company's service. But people are having wet dreams about this phone.
I just think it is entirely appropriate and expected, that Apple will be handling the advertising for the iPhone.
Comments
Love how you generalize. Guess you must think I'm evil. I work in Advertising.
Bwahahahha. Evil? (Dr. Evil pose)
w00master
I work in Ad Specialties...
(mute silence)... (Mini-Me pose)
Demonstrating the level of influence it has in the final days before the iPhone rollout, Apple will see its favorite advertising firm TBWAChiatDay take control of marketing the device, pushing aside AT&T's regular choice.
Huh? AppleInsider, are you saying that AT&T will be using TBWAChiatDay because Apple asked them to? Otherwise this story makes no sense.
...Apple's opinion has swayed AT&T in the iPhone launch. Although BBDO is AT&T's preferred advertiser for its phones and services, the ad agency's connection to the cellular provider was reportedly not enough to avoid the switch to a different contractor.
Yup, that's what you are saying. OK, that is indeed a surprise.
this story seems a little obvious. why would apple change agencies just because APPLES phone needs to be marketed. its not AT&T's call, its Apples ball, AT&T just got invited to the game. this story is like reporting on who takes what in their coffee.
well actually, that would of been more of a story back in steves experimental days. "excuse me, can i get a cup of coffee and two drops of liquid acid, hold the cream and sugar".
for the record, bbdo is also a good agency. the "what's on your powerbook" and original "get a macintosh" campaigns were both created by bbdo.
For AT&T it's a smart move. If Apple wants to pay the $Millions$ for an ad campaign, why not let them? I'm sure AT&T is paying for a small part, but doubt it's much. This is obviously Apple's baby and AT&T is just letting them run with it.
Makes sense all around.
http://article15.150m.com/fzi2.html
Yo, Admins, can you ban this user, please?
"Demonstrating the level of influence it has in the final days before the iPhone rollout"
"has won out in the contest"
"a potentially decisive blow was said to be the firm's "Hello" ad
Were we reading the same site?
Other than that, some of the best ads of all time have been made by TBWA/Chiat/Day, and definitely the best computer/electronics ads. From 1984 to Think Different to the iPod ads, these ads are amazing and have created huge amounts of secondary buzz around the products.
Steve Puts the A in AT&T!
Actually that would be the Fonze
There was never a contest, Jobs wanted TBWA/Chiat/Day, and he got what he wanted as always. There was a quote along the lines of "Steve Jobs believes market research is looking in the mirror and asking himself what he wants." I guarantee you that if there was a "contest" it was only in the minds of AT&T execs, not Jobs. You are talking about a guy who will physically take a contract and throw it in the trash if he doesn't like it. When he wanted to work for Atari, he sat there and told them to hire him or call the police because he wasn't leaving. This is part of what makes him great. I think that people who deal with him already realize the strength of his convictions and would rather just give up rather than fight against him and lose anyway.
Other than that, some of the best ads of all time have been made by TBWA/Chiat/Day, and definitely the best computer/electronics ads. From 1984 to Think Different to the iPod ads, these ads are amazing and have created huge amounts of secondary buzz around the products.
If IBM had handed me 100+ Pages of Lawyerese I'd toss it too.
Fortunately his market research these days amounts to more than just looking in the mirror every day, he's changed since the exile.
Sebastian
this story seems a little obvious. why would apple change agencies just because APPLES phone needs to be marketed. its not AT&T's call, its Apples ball, AT&T just got invited to the game. this story is like reporting on who takes what in their coffee.
No, it should be ATT's call.
We've already been through this. Why don't you go back and read some of the posts?
Given how much they're banking on iPhone to be their next billion dollar baby, they pick the ad agency one month from product launch?
I suspect this decision was made months ago and is just now coming to light.
No, it should be ATT's call.
We've already been through this. Why don't you go back and read some of the posts?
Ah, OK. I read the posts. Why "should" it be AT&T's call again?
Because that's the way it's always been? This is Apple's product and a HUGE product. Steve Jobs isn't going to give up control of the advertising, just because it may have typically been done that way in the past....or with other phones.
The article clearly says that they will be advertising the device. What did you mean by "the entire project"?
Ah, OK. I read the posts. Why "should" it be AT&T's call again?
Because that's the way it's always been? This is Apple's product and a HUGE product. Steve Jobs isn't going to give up control of the advertising, just because it may have typically been done that way in the past....or with other phones.
The article clearly says that they will be advertising the device. What did you mean by "the entire project"?
Despite all of the hoopla, phones are just meant to get one to sign on with a service.
The concept has always been for good reason, for the cell provider to advertise that they have a "hot" phone to go with that service.
Normally, most phones have been available for most providers, though not always at first. So the provider advertises that they have that "hot" phone, and look at the advantages you will get by coming with us.
At the same time, the phone maker, if it has a "hot" phone, advertises that phone in tandem, to keep the phone in people's face.
You must remember the "Only With Moto" ads? Samsung did the same thing when they first came out with the i300 Palmphone.
BUT, it's the carriers that sell 90% of these phones, and so they do the heavy lifting.
Most people don't change carriers for a phone, except for unusual circumstances.
This time it's different. ONLY ATT will be carrying the phone, so one would expect that they would certainly heft the expense, and direction, for the ads. Then Apple would do some of their own as well.
But, Apple is apparently insisting that it's the phone that will sell, not the provider, and so they won the right to control the ads—so far.
This time it's different. ONLY ATT will be carrying the phone, so one would expect that they would certainly heft the expense, and direction, for the ads. Then Apple would do some of their own as well.
Don't forget about the Apple retail stores. I expect they will be storing and selling a much higher quantity than the AT&T retail outlets.
Don't forget about the Apple retail stores. I expect they will be storing and selling a much higher quantity than the AT&T retail outlets.
Well, sure. But, remember that they will be selling ATT service plans with the phone, so it just goes to count as ATT network sales.
Apple will be acting as a reseller of ATT's product, unless you will have to go back to ATT to get the plan, which would be an impossible situation.
Most people don't change carriers for a phone, except for unusual circumstances.
Don't you think this is one of those unusual circumstances?
But, Apple is apparently insisting that it's the phone that will sell, not the provider, and so they won the right to control the ads?so far.
From reading the posts regarding the iPhone over the last several months, I agree with Apple. I don't see anyone getting all excited about *any* phone company's service. But people are having wet dreams about this phone.
I just think it is entirely appropriate and expected, that Apple will be handling the advertising for the iPhone.