We told you yesterday about Samsung’s initial reluctance to run ads directly attacking Apple, and how they proposed that Google do it for them. Now, word comes out of the Apple v. Samsung trial that the death of Steve Jobs prompted a change of heart at Samsung, as they saw it as the opportunity to introduce the “Next Big Thing” ad campaigns.
9to5Mac reports of an email trail that shows Samsung America’s VP of U.S. sales Mike Pennington describing the death of Jobs as “the best opportunity” for a campaign that would capitalize on worries of the Apple faithful that there might be a lack of innovation on the part of Apple in the wake of Jobs’ death.
“Sorry to continue to push this issue, but I have seen this far too long and I know this is our best opportunity to attack iPhone …”
Chief marketing officer Todd Pendleton replied to Pennington, giving the plan the OK:
“Hey Michael, We are going to execute what you are recommending in our holiday [Galaxy S2] campaign and go head to head with iPhone 4S.”
The WSJ has the complete email trail posted as a PDF.
Earlier in the trial it was revealed that Samsung’s ads concerned Apple’s Senior Vice President of Marketing Phil Schiller so much that he wanted to change ad agencies in order to fight back.
