academy award

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In the video above, Bloomberg West speaks with 72andSunny’s partner and creative director Jason Norcross about the thinking behind some of Samsung’s latest campaigns. 

If there is one person qualified to discuss the state of Apple’s current marketing efforts, it’s Ken Segall. Working alongside Steve Jobs’ creative team for more than a decade, Segall, the man who put the “i” in iMac, served as creative director at ad agency TBWA\Chiat\Day. He created some of Apple’s most iconic ads such as the legendary Think Different campaign. Segall took some time on his Observatory blog today to share his thoughts on how “momentum has been lost” for Apple’s marketing department at the hands of none other than the company’s biggest rival, Samsung:

While you can still argue that Macs and i-devices have a ton of appeal, you can’t argue that Apple is still untouchable when it comes to advertising…The fact is, it is being touched — often and effectively — by none other than Samsung…Samsung has made remarkable inroads in a very short time, for two big reasons.

According to Segall, the two big reasons Samsung’s advertising has eclipsed Apple’s is due to Sammy’s massive advertising budget and willingness to “bash away at Apple, delivering ads that are well produced, well written and seem to be striking a nerve.” Specifically, Segall pointed to Samsung’s decision to run creative new ads at the Super Bowl and Oscars: 
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[youtube=http://www.youtube.com/watch?v=ODy4Z2Lp_jE]

Google Insights for Search is a handy tool that helped the Mountain View, Calif.-based search engine predict last year’s Oscar winners by tracking search pattern behaviors, and the Internet giant has decided to test its service again with this year’s red carpet lineup.

The Academy Awards is the most popular entertainment award show in terms of search volume. The convolute of searches subsequently create a prime foundation for Googlers to analyze patterns. Google’s Rebecca Mall, an entertainment account executive, took to the Official Google Blog today to “open the (search) envelopes and see who the Oscar (may) go to this year,” according to Google Insight’s reaped Web information.

More information is available below.

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