The iAd Agency to Create Campaigns for New Apple Mobile Advertising Platform

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Advertising and branding agency GRAPHOS has embraced Apple's new iAd mobile advertising platform by launching The iAd Agency, the first ad firm specializing in developing the breakthrough ads.

Apple president and founder Steve Jobs announces the iAd mobile advertising platform.

iAds are possibly the most exciting thing that's ever happened in the world of advertising.

The advertising world is about to be transformed, and a newly minted breed of agency plans to be front and center in the revolution.

On April 8, Apple CEO Steve Jobs announced his iAd advertising platform in a keynote for OS 4, the latest operating system for the iPhone and iPod Touch, due for release in June and followed by a fall launch for an iPad version. Jobs promised the iAd platform would "combine the emotion of TV with the interactivity of the web," famously quipping that existing mobile advertising "sucks."

The iAd Agency is the offspring of veteran Alberta-based advertising and branding agency GRAPHOS ( And the timing is perfect for the new firm, says its president. "After nearly two decades of creating ad campaigns, video, animation and interactive products for our clients, this is exactly where we were heading," says GRAPHOS founder Laurier Mandin, who has been a user and fan of Apple product since the 1970s. "We see iAds as something so revolutionary they deserve to be a business focus rather than just another service offering."

"It's possibly the most exciting thing that's ever happened to advertising," Mr. Mandin says. "Our team can unite our live-action video and animation capabilities for games and interactive three-dimensional product tours, and suddenly the customer is a participant than just a passive audience member. It's not just about an ad within your app. The user now gets inside the ad and drives it."

To further the immersive experience, The iAd Agency will be able to make creative use of all the features within the user's device via iAds, something never seen before in mobile advertising. These can include the multitouch screen, accelerometer, compass, GPS location services, audio and vibration. Ads will take advantage of the new iPhone OS 4 multitasking capability to operate "in-app," meaning users never leave an application to interact and even make purchases.

The iAd Agency will use its own animation, creative and development resources and its existing network to build the ads initially, and has begun sourcing additional help, says Kelly Grainger, director of new media development at GRAPHOS. "We've had a phenomenal response from interested developers and programmers, many with a pile of solid iPhone apps to their credit, so we're not worried about getting the work done. We're accepting resumes, especially from experienced people ready to develop with HTML5."

Though the iAd Software Development Kit (SDK) for developers is yet to be released, the iAd Agency suggests interested advertisers begin planning campaigns now.

"We already know a lot about what the ads will be capable of and how we'll achieve it development-wise, and it takes some time to work through the conceptual and planning stages of a really great campaign," Mr. Grainger says. "Businesses that want to get in early, should get the creative process started right away and we'll make any necessary adjustments once the program officially rolls out. "

As with the App Store, all iAds will need to be approved by Apple, Mr. Grainger notes, though the only ads likely to be denied entry to the platform will be ones containing adult or offensive material.

As for price, most of the information is still to come. "Apple has always been about doing things best," Mr. Mandin says. "That's why the company is so consistently successful. Right now this is a platform and a product for clients who want to do something absolutely amazing to connect with their audience in a whole new way." The iAd agency is prepared to offer ballpark pricing to potential clients based on the number of interactive components in a campaign and complexity of development, he says.

Others will soon follow The iAd Agency, Mr. Mandin acknowledges, but he believes his company has an edge. "We've always been much quicker, more nimble, and more economical than the huge agencies, and the same will apply in creating iAds. Besides, I'm certain this is the beginning of something phenomenal, and competition will be what makes it achieve its potential. Everyone will want to be the agency whose ideas push iAds to the next level, and we intend to be the one to watch."

For more information, please visit or contact Laurier Mandin at 780-990-1991 x223.

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Laurier Mandin
The iAd Agency
780-990-1991 ext. 223
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