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Cannes Lions names Samsung Creative Marketer of the Year


By Jessica Goodfellow, Media Reporter

April 14, 2016 | 3 min read

The Cannes Lions International Festival of Creativity has named Samsung Electronics as 2016's Creative Marketer of the Year.

Samsung received 27 Lions awards last year, contributing towards the 74 Lions it has received over the course of the festival for work that has come from 17 countries.

Terry Savage, chairman, Lions Festivals, said, "When you look at Samsung's wins at Cannes Lions, even just last year, what strikes you is the diversity of Lions that they are taking home through their overarching commitment to creativity. They're excelling across the board, including in areas such as healthcare communications, craft and branded content, as well as picking up a Titanium Lion."

"This award exists to recognise brands that distinguish themselves through the quality of their communications, something that Samsung are doing continually," continued Savage. "They inspire the innovative marketing of their products across multiple platforms, as well as embracing and encouraging its agencies to keep creativity at the heart of their brand communications."

Samsung has shifted its marketing approach to a more consumer-centric strategy, which focuses on how its products and technologies can create meaning in the lives of consumers.

Samsung's 'Look at Me' campaign, planned and executed by Cheil Worldwide, took five Lions in 2015. It demonstrated the tech company's customer-centric strategy by creating a mobile app that helps autistic children better interact with other people.

Younghee Lee, executive vice president of global marketing, mobile communications business at Samsung Electronics, said: "At Samsung, we know our products are about experiences - making life easier for consumers around the world. And we wanted our brand to reflect that vision and honour our heritage of meaningful innovation and defying barriers."

"We believe our creative and bold approach to marketing captures that spirit in a unique and creative way," she added.

Younghee Lee will receive the award on behalf of Samsung Electronics during the final Cannes Lions Awards Ceremony on Saturday 25 June.

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