In brief: Apple spends big on TV for Watch

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In other news: Cheil global COO on life beyond Samsung ... New names for "Share a Coke" ... Verizon reviews digital agencies ... Action stars and UK pols in TV spots.

From the Campaign family:

Top action heroes in UK ads. (Campaign UK) Sylvester Stallone will make his UK commercial debut Saturday in a spot for Warburtons bread the latest in a long line of aging action heroes to make an advertising cameo. Ahead of Warburtons' new spot, Campaign takes a look at some of the most successful appearances in ads by action movie stars.

UK's Green Party casts electoral opponents as boy band. (Campaign UK) Its "Change the Tune" campaign by Creature London, a young woman challenges the argument that a vote for the Green Party is a wasted vote. "The only wasted vote is a vote you don’t believe in," she says before the action cuts to four politicians singing in too-close harmony about their matching policies.

Cheil's global COO talks life beyond Samsung. (Campaign Asia-Pacific) The Seoul-based global creative agency is preparing to invest in data analytics and programmatic buying in an ongoing expansion strategy through acquisitions. "We don’t invest our money or our time and energy into agencies to grow our revenue size," said Global COO Michael Cheongsoo Kim. "We are not pursuing the scale of WPP or a large holding company. We only invest in new capabilities or the capabilities that we don’t have." As of now, Kim says over 40% of Cheil’s non-Korean business is coming from affiliate agencies, and he anticipates that this could grow to be 50% by the end of 2015. "Many people have misunderstand that Cheil is the in-house company of Samsung; it’s not," Kim said. "We were established by the same founder of Samsung, but from the beginning we were independent."

Around the Web:

Coca-Cola to add names to "Share a Coke" reboot. (Ad Age) Coke is bringing back its "Share a Coke" program after a successful run last year. This summer, the brand will extend the program to include more names and to cover more package sizes and formats, according to a person close to the company familiar with the matter. Last year, the marketer used the 250 most popular first names among teens and millennials and the program was limited to 20 oz bottles. Additionally, colloquial phrases were put on on cans, such as "superstar" and "bff." This year, the number of names used is expected to at least triple.

Verizon to review digital agency support. (Ad Age) Verizon Communications is prepping a search among existing agency holding company partners for a digital agency that can provide more support, according to people familiar with the matter. A Verizon spokesman declined to comment. Verizon Communications' holdings include wireless-service provider Verizon Wireless and Verizon Wireline, which houses fiber-optic and internet services under the Fios brand.

Apple racks up TV spend on Apple Watch. (Reuters) As Apple Inc. debuts its smartwatch on Friday, the technology company focused efforts to drum up buzz on U.S. television, using expensive primetime spots to entice customers to the fledgling wearable technology market. Since showing off the watch March 9, Apple has spent $38 million on its "Watch Reimagined" television campaign, according to figures from, which tracks U.S. TV ads and digital responses in real time.


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