I can’t remember the last time a new launch created so much discussion, and not all positive! It’s like Apple have used the same marketing people for their hardware on their advertising solutions. I can hear them now..it’s Apple, people pay for that name they always pay a premium for our glossy products..those conversations are likely to be happening in the US as well.
Well hello Apple, meet the UK trading Director, he is less interested in the gloss, or meet the average client, they want results as well as gloss. There are some lucky advertiser who may pay the huge rates but on the whole they want some results, some proof before they hand over £1m or no £500K or no £325K and on and on…I have read a lot of headlines in this area and none of them discuss how well they work, what they deliver, how they can help a client on its objectives. The headlines are all about the price which is not a great start for Apple.
I have met some of the team and I can say from personal experience the approach was one full of ‘self confidence’ shall we say, this needs to be mixed with some real world understanding and some great metrics to deliver against the price tag. I shall watch the debate with interest as I find it amusing to see the reality hit the marketing / sales people at Apple.