Why Can’t Amazon And Apple Catch a Break on Madison Ave?
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There are few companies as admired, beloved and dominant in their industries as Amazon and Apple. So when the two ventured into the ad business (Amazon in 2008 and Apple in 2010), Madison Avenue took notice.
Advertising sales are a tough slog for both — and for a lot of the same reasons. Media buyers say they are slow, cocky and downright stingy. Both take too long to develop ad products. Amazon’s sales approach is too pushy; Apple is too reticent to foster relationships. Most frustrating: Neither is willing to cough up enough of the consumer data that attracts advertisers to them in the first place.
“It’s almost like going into a room and them putting a gun to your head and showing you your future,” said Norm Johnston of GroupM’s Mindshare, describing Amazon’s sales-pitch swagger during a closed-door meeting in January.
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