The second Apple vs Samsung trial is well underway, and documents made public at the trial have revealed Cupertino’s envy for Samsung’s marketing. One document revealed that Apple SVP Phil Schiller thought “something drastic has to change,” after seeing Samsung’s pre-Super Bowl ad. He wrote an email to the company’s ad agency saying that while they struggle to nail a compelling brief on iPhone, “these guys are feeling it.” A report suggests that the company is now adding four new digital agencies to its roster.

According to industry executives who spoke with AdAge, these new hires are unlikely to impact Apple’s existing agency relationships. It is believed that the scope of work being distributed between these four agencies is broad, ranging from user experience to digital strategy, apart from other elements.

Samsung’s advertising strategy can often be anti-Apple. The company is known for taking direct swings at Apple hardware. Moreover, it has generated significant buzz with the recent sponsored celebrity selfies as well as the controversial David Ortiz selfie with President Obama. The rivalry that exists between the two certainly necessitates being at the top of your game, and Samsung appears to be doing a good job.

The report doesn’t say if social media advertising has also been handed over to the four new digital agencies. Apple has worked with its agencies to create some of the most popular advertising campaigns in the past, and it may very well be able to do it again.

Filed in Apple. Read more about Samsung.

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