In a company blog post today, the agency behind the impressive Sonos iAd debunked the notion that Apple’s involvement in the creative process was troublesome. That notion stems from several advertisers giving up on iAds altogether because of long wait times and Apple’s tight control.
Sequence, the mega-agency behind brands like Chevron, Chipotle and Google was the design firm behind the iAd and said that “despite what’s been said in the press about working with Apple — and more specifically, with Mr. Jobs — the process of designing the Sonos iAd couldn’t have been better.” However it followed that up by saying “getting it implemented and launched was another story, but you’ll have to buy us a beer to get the details on that one.”
At first I wondered why Sonos, a privately-held, seemingly smaller company would invest so heavily in iAds, but in looking at the big picture — the products they sell, they’re highly targeted audience of iPhone users and the highly engaging nature of iAds — it makes sense. The iAd that Sequence created plays in nicely with all those elements and more. “Not only does our concept acknowledge that the people looking at the ad are holding iPhones in their hands, but it simultaneously speaks to the device’s role in accessing all the music they want through the Sonos Controller for iPhone,” the agency said in its post.
Sequence has had a lot of experience working with Apple on several levels. It’s been selected to create iAds, it’s created several iPhone applications, and was even the design firm behind the impressive OpenTable iPad application. In other words, it’s been immersed in the Apple ecosystem for quite some time, so in saying the creative process for iAds went smoothly speaks volumes.
