HTC One Is Putting 40% of Its Ad Buy Into Digital

Brand isn't leaning solely on TV

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Erin McGee has been North American vp of marketing for HTC for three months, and she's dead-set on taking the brand in a new direction. In an advertising world still dominated by TV spend, McGee has a plan in place to get the HTC One smartphone—which goes on pre-order sale today and, to be clear, is not the HTC First "Facebook phone" unveiled yesterday—squarely in front of tech-minded millennials.

The ex-Microsofter is putting 40 percent of her campaign spend in digital to help the brand make its mark in a space dominated by Apple and Samsung.



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