Apple is preparing to add four digital agencies to its roster

When you’ve got $158.8 billion in the bank, there’s not a huge amount you need to be envious of. But while Apple is beating rival Samsung on both the quality of its products and adverts, it is perhaps losing out when it comes to the kind of big digital media strategies that really attract attention  like Ellen DeGeneres’ famous Oscars selfie which Publicis CEO Maurice Levy recently valued at between $800 million and $1 billion.

Apple is set to add four digital agencies to its roster, including WPP’s AKQA and Interpublic Group’s Huge on the West Coast, as well as small, New York-based indie shops Area 17 and Kettle, Ad Age has learned. The agencies declined to comment. Apple didn’t immediately respond to requests for comment. The scope of the work being assigned across the agencies is broad, and will likely include user experience and digital strategy, among other elements, according to people familiar with the matter. Apple works with a handful of digital shops, such as Interpublic Group’s Profero, Publicis Groupe’s Rosetta and indie boutiques like Traction and Eleven. Rosetta recently formalized a dedicated group for its longtime Apple client under its old name, Level Studios. Omnicom’s OMD supports Apple’s media buying and planning.