Apple poised to add four digital advertising agencies

“Apple is set to add four digital agencies to its roster, including WPP’s AKQA and Interpublic Group’s Huge on the West Coast, as well as small, New York-based indie shops Area 17 and Kettle,” Alexandra Bruell reports for Advertising Age. “The scope of the work being assigned across the agencies is broad, and will likely include user experience and digital strategy, among other elements, according to people familiar with the matter.”

“Apple works with a handful of digital shops, such as Interpublic Group’s Profero, Publicis Groupe’s Rosetta and indie boutiques like Traction and Eleven. Rosetta recently formalized a dedicated group for its longtime Apple client under its old name, Level Studios. Omnicom’s OMD supports Apple’s media buying and planning,” Bruell reports. “The new hires won’t impact existing agency relationships, said industry executives, including Apple’s work with TBWA/Media Arts Lab, which has taken the spotlight recently.”

“Apple’s worldwide ad spending reached $1 billion for the first time in the year ending with September 2012, but advertising as a percentage of sales fell that year to 0.639%, the lowest level on record for the company,” Bruell reports. “Apple has since reported worldwide ad spending of $1.1 billion in the 12 months ending with September 2013,with ad spending as a percent of sales up fractionally to 0.644%.”

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