We all know apple has millions of dollars to spend on agencies and ads – so it’s unsurprising what they produce is best in class. Having said that, I haven’t actually been wowed by an Apple ad recently (even the much applauded holiday ad). But this one stopped me. I love an ad that takes a stance, is topical, displays what the brand believes in, … Continue reading Advert of the Week – Apple First Dance
We’ve all seen the massive OOH campaign Spotify did at the end of 2016. It won a bunch of stuff, including industry-wide (and beyond) praise. See here. This wasn’t just a campaign gimmick. Spotify are determined to make data the centre of their business. Although Tidal and Amazon aren’t too much of a threat right now, that could change very quickly, so this is a … Continue reading If content is King and data is Queen, then Spotify is the current President.
Andrea Ahrendts has been mentioned on my blog before: here, where I discussed her pioneering Burberry’s use of technology during her time there as CEO. She has since moved on from Burberry and is now the SVP for Retail and Stores for Apple. That’s a big job (there are 459 stores in 15 countries), but one I have no doubt she can handle.
She has been ranked 25th in Forbes’s most powerful women list, 9th most powerful woman in the UK, and 29th in Fortune’s most powerful woman in business. #goals. See at the bottom for a huge list of others.
She is the only female executive at Apple, and was reported to have earned the most out of anyone in 2014 (around $70m if you were wondering).
“With a total compensation estimated at about $82.6 million, Apple retail chief Angela Ahrendts was the highest-paid female executive in the U.S. last year,Bloomberg reported last week” – Business Insider
She started her career in New York in the fashion industry: most notably at Donna Karen and Bendel’s.
She joined Burberry in 2006, and over a number of years as CEO she not only halted the brand’s decline, but raised the company’s worth from $2bn to around $7bn. She was reportedly the highest paid CEO in the UK, making around $26m.
She was snapped up by Apple in 2014. Tim Cook said that “the moment I met her, that was it. And then it was all recruiting.” In true modest female fashion, she is said to have downplayed her achievements: “She says she told Cook, “ ‘Don’t believe everything you read. I’m not a techie.’ And he looks at me, and he goes, ‘I think we have enough techies here.’ And I said, ‘But you don’t understand. I’m not even really a great retailer. I hired great retailers.’ And he said, ‘Well, last time I looked we were one of the highest-productivity-per-square-foot stores of any company on the planet. So I think we have a lot of those too.” – Business insider.
Despite these humble statements, Cook is overjoyed with her work at Apple. “I knew she was going to be off the charts, but she’s even more off the charts than I thought. She came in so fast. There was no [learning] curve.”
Apparently she drinks copious amounts of diet coke. Same babes.
Oh and she’s also been made a Dame. Looking at others in comparison to Ahrendts is like ‘do you even business?’.
Wearable technology has been a buzzword for a while now. And up until now the hype has been unmet in reality.
However, it’s starting to feel like we are reaching a turning point. The adoption of the Apple Watch, although slow, has been the most successful introduction of proper smart technology. For example Google Glass was not fit for the wider consumer market.
Apple made a smart move by getting a large group of famous and influential individuals to wear an Apple Watch (over their probably more expensive timepieces) before launch. They chose people from all industries and age groups. It was actually pretty subtle. And it definitely worked. Around 3.6 million units were sold in 2014. Small compared to the iPhone, yes, but these numbers are likely to rise in the coming years. For example, the first iPhone launched in 2007, had sales units of only 1.2 million, and the first launch of the iPad brought around 3.4 million in sales.
The Fitbit is another wearable – or more specifically ‘wristable’ – that has almost ‘made it’ as a complete wearable success. The thin band is used to track activity that allows the user to understand how many calories they are burning, their sleep cycle etc. The Fitbit is probably the most widely adopted gadget in this market segment.
Wearables need to be more incorporated into our lives. This is arguably why google glass didn’t work – it was almost too futuristic to push beyond early adopters into the wider consumer market.
So something like wearable contactless payment in the form of bPay is probably going to become even more common, because it feels instinctive. People won’t have to work out how to use it, or question why it would be useful to them – it just makes sense.
Similarly, Under Armour have announced that they are going to beat the tech giants like Google to creating Smart Clothing.
“If we believe that our future is going to be defined by these hard pieces of glass or plastic that sit in our back pockets, you’re crazy. It is going to convert into apparel,” – Kevin Plank, CEO, Under Armour
If the predictions surrounding the Internet of Things arise, there can be no doubt that wearables will be the dominant facilitator of this. What this means for marketers is that they need to think ahead. If you don’t have in the back of your mind a strategy for how your brand is going to look when wearables are the norm then you should probably start having a think. Even just hypothetically.
Of course it’s not going to be applicable to absolutely all brands, and it depends what your overall objectives are, but you can probably count on it becoming a big part of peoples lives.
“Marketers are salivating at the prospect of pushing wearables advertising to you around the clock. As ad revenues dwindle on TV and newspaper formats, next generation devices offer a new opportunity for brands to target people like we’ve never seen before.” – Wired
Rest assured it’s not going to be easy. If you want your brand to have integrity and not become the junk mail of wearables then your strategy better be good, because I’m pretty sure someone can invent an ad blocker for their wristables as much as they can for an iPhone.