Ken Segall Suggests Samsung Outperforms Apple In Advertising Sphere

Ken Segall , author of Insanely Simple and creative director behind the Think Different advertising campaign has suggested that Apple is losing its position in marketing domain, while Samsung is taking full advantage.

In a blog post on his website Segall notes that Apple has stuck to product-focused ads, while Samsung is generating greater buzz than Apple and investing huge amount of money in people-based ads - most of which create some negative perceptions about Apple. He said:

“Samsung has made remarkable inroads in a very short time, for two big reasons. First, it is spending a fortune to run its ads … more than Apple, more than HP and Dell, and even more than Coca-Cola … [Second] Samsung’s message has proven to be tremendously potent. The company continues to bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve”.

He also notes that Samsung invested in a Super Bowl ad and created a story for Oscars commercial featuring Tim Burton, while Apple just created a variation of its standard advertising campaign approach.