VIFF 'an open mind is advised' by TBWA\Vancouver
Agency: TBWA\Vancouver
Rating: 5.0
HTC boosts budget for One smartphone push
By John Reynolds, marketingmagazine.co.uk, Wednesday, 20 February 2013 11:31AM
HTC, the Taiwanese smartphone maker, is rolling out a major in-house marketing campaign for its flagship HTC One device.
HTC One will launch at the end of March across 80 countries and marks the smartphone maker’s biggest launch to date.
The Taiwanese smartphone marker is planning to significantly up its marketing support behind the new HTC One, after sales of the previous range of One phones were hit by Samsung's big budget Galaxy phone push.
According to a report in the Financial Times, HTC is to double its media support behind the phone compared to last year, and up its digital marketing budget by 250%.
The new ad campaign will focus more on the smartphone itself, compared to last year's skydiving advertising spot which was created by Mother.
In January the smartphone company parted ways with Mother, the incumbent on its estimated £100m global advertising business.
Peter Chou, HTC's chief executive, told the Financial Times the new ad campaign will focus on HTC’s "authenticity" and "innovation".
This article was first published on marketingmagazine.co.uk
Additional Information
Campaign Jobs
- Content Operations Manager (12 month contract) Propel £40000 - £45000 per annum + benefits, City of London
- Community Manager - £25-30K - Automotive - Surrey Digital Gurus £25000 - £30000 per annum + plus benefits, London
- Head of Digital Somethin' else To be negotiated based on experience, East London
- Senior Innovation Consultant Trace c. £45,000 - £55,000 per annum, c. £45,000 - £55,000 per annum
- Qualitative Research Manager Morph Talent £30,000 - £40,000 Depending experience , NW1
Highest rated
Most viewed
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Campaign Viral Chart: Samsung scores hat-trick in tech-heavy chart
- Jaguar readies global campaign for F-Type launch
- ITV and Channel 4 insist they will beat declining ad market
- EE adds Dare to agency roster to develop digital
Most commented
-
Forget the ‘Store of the Future’; brands need to think about the store of tomorrow
Technological innovations are everywhere, and while we may hear about a number of fascinating new developments, few will actually truly define the future of retail. Considering the changing landscape, technology is irrelevant if you don’t first understand both the behaviours and motivations of consumers in a hyper-connected, multi-channel world.
