Ken Segall has a long history with Apple. He worked with Steve Jobs for 14 years as an art director at TBWA/Chiat/Diary. Segall is the man who created the “Think Different” ads, put the “i” in the iMac, and has written his own book about Steve Jobs.
As for Apple, Ken knows what he's talking about, and he's not happy with their approach to advertising right now. He believes Apple is losing out to Samsung because Samsung makes great ads and Apple doesn't.
In a recent blog post, Ken explained what made Apple so successful. While some critics believe that Apple owes its success solely to marketing, Ken says that no intelligent person would believe that. However, marketing plays a big role, and Apple hasn't been very good at it in recent years.
According to Ken, there are two reasons why Samsung is so successful in its advertising. The first is that they spend a lot of money on it. They spend more than Apple, HP, Dell and Coca Cola to get their message across.
The second is that its ads are actually good. They have a good script and production, and it scores a lot of points with the ads that involve people in them.
According to Ken, Apple needs to come back with a good campaign and catch up with Samsung, which he is sure it will do.
Dimitrios Georgoulas @ GreekAppleNews
