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Posts Tagged ‘Samsung’

Samsung (Mostly) Sticking with Publicis

samsung storeSamsung’s global review is over, and the news from AdAge isn’t much of a revelation: the company is sticking with Publicis. For the most part.

The significant part of the story imparted by “people familiar with the review” who didn’t talk to us is that the company added W+K and BBH to its very large agency roster — and that CHI & Partners, 72andSunny and Leo Burnett retained creative duties despite a challenge to the latter from Grey.

We didn’t get any tips on this one, and the lips of all related parties were sealed:

“Wieden & Kennedy, BBH and Starcom did not immediately respond to requests for comment. Leo Burnett declined to comment. Representatives from Samsung in South Korea and the U.S. did not return requests for comment.”

It’s been a slow week for tips with Advertising Week occupying everyone’s attention here in New York, but we’re impressed that people made so little noise about the future of such a big account.

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Samsung Aims Straight at Apple with In-House Campaign

In a campaign we somehow missed last week, Samsung decided — without the assistance of any outside creative agency — to double down on its strategy of laughing at Apple.

The targets of the “It Doesn’t Take a Genius” series couldn’t be more obvious. But then, they did wear some very large targets on their backs last week…

Samsung clarified that these ads, which emerged the day after the big Apple reveal and inspired the usual trollish back-and-forth online, were “produced in Korea and are not part of the U.S. marketing campaign.

Is Samsung downplaying its own work here? The statement leads us to think that the Genius spots come from the same team that created what our own Bob Marshall called “the absolute worst thing we’ve seen [in 2013].

Two more after the jump.

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Surf’s Up for Samsung and 72andSunny


They had us at that cover of “Absolute Beginners.”

But check out the rest of this spot, entitled “Every Day is Day One” from 72andSunny Amsterdam and Samsung. Directed by Mark Malloy, this ode to all things surfing stars an even mix of seasoned pros like Kelly Slater and new surfers facing the waves for the very first time.

Created to promote Samsung’s sponsorship of the Association of Surfing Professionals World Tour, the campaign was filmed in Iceland, Fiji, India, and New York with each location channelling the peaceful yet powerful pull of the sea. We would have loved to have been a PA on the shoot (which couldn’t be better suited to a summer Friday).

…and we’ve got your credits after the jump.

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Like Apple Technology, TBWA May Be Updated Very Soon

Your Verse

For more than 30 years, TBWA/Media Arts Lab has enjoyed one of the most prized advertising accounts on the planet. After reports from the New York Post et al. and that entity called “Madison Avenue”agencies are salivating for a bite of the Apple.

The dirty laundry aired in the form of internal emails during the Samsung trial in April and the subsequent reports that Apple would create more of its own ads in-house may have had something to do with this latest development.

Moreover, word is that whichever outside firm may eventually work on the account will also answer to Jimmy Iovine, president and grand poobah of Beats headphones, BeatsMusic and all other things By Dre that were recently acquired by Apple.

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Samsung Pokes Fun at Apple (Yet Again) in New Campaign

Two new spots introduced by Samsung over the weekend tell us that the brand’s strategy–if not that of its creative AOR 72andSunny, which did not produce this campaign–still revolves around knocking its archrival down a few notches.

Surely you caught the not-so-subtle insinuation that the 8.4-inch Wi-Fi Tab S, released just over two weeks ago, is more effective than the iPad in allowing users to stream distracting content for as many people as possible…at the same time.

There’s another one about (simulated) screen contrast after the jump…

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Apple Berates TBWA\Chiat\Day in Internal Emails

apple-logoThe ongoing Apple vs. Samsung battle looks even less flattering for TBWA\Chiat\Day after Business Insider and others gained access to more emails detailing a contentious back-and-forth between head of marketing Phil Schiller and James Vincent of Media Arts Lab.

The full exchange is worth a read for your daily allowance of Schadenfreude. Some key points:

  • TBWA proposes an emergency meeting to address matters that seem more relevant to PR than ad departments: brand likability, employee behaviors, etc.
  • The ad proposal is to “change the conversation” with a focus on differentiating the iPhone from the Galaxy
  • TBWA also proposes a regular marketing communications meeting to facilitate “more open and expansive ways to experiment with ideas”

Schiller wasn’t buying it.

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Samsung Claims Apple Almost Dropped TBWA\Chiat\Day in 2013

At least that’s what Samsung’s lawyer Jon Quinn said during opening statements in the brands’ ongoing patent trial. According to a quote in The Verge, Apple considered dropping TBWA\Chiat\Day after its rival’s campaign inspired headlines like this one, from The Wall Street Journal, pondering whether or not the company had lost its seat at the head of the popular table. Quinn told the jury:

“This new, edgy marketing strategy … it drove Apple crazy.”

The campaign in question was, of course, “Next Big Thing” by 72 and Sunny.

The series and subsequent headline supposedly unnerved Apple marketing VP Phil Schiller so much that he emailed Tim Cook and suggested an agency review, writing:

“We have a lot of work to do to turn this around.”

While rumored board meetings on the topic did not inspire a change, Quinn’s claim hardly serves as a vote of confidence — and Samsung shows no signs of reconsidering its strategy.