Samsung Bags Creative Marketer of the Year at Cannes Lions

Samsung Younghee Lee

The award recognises the impact Samsung technology has had on consumers’s lives and shift of its marketing approach to a more consumer-centric strategy.

The Cannes Lions International Festival of Creativity has unveiled Samsung Electronics as the 2016 Creative Marketer of the Year. The win takes place on the back of the brand’s 27-Lions victory last year. Throughout the Festival’s history, the electronics giant has bagged 74 trophies for work from 17 countries.

“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,” said Terry Savage, Chairman of Lions Festivals.

“This award exists to recognise brands that distinguish themselves through the quality of their communications, something that Samsung are doing continually. 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.”

The award recognises the impact its technology has had on the lives of consumers and the shift of its marketing approach to a more consumer-centric strategy. Honouring the philosophy, Meaning Progress to Enrich Consumers’ Lives, the marque focuses on how its products and technologies can create meaning.

Said vision has been brought to life in many creative campaigns around the globe, with Lion-winning work including Oscar Selfie, Every Day is Day One for the World Surfing League partnership, and the Safety Truck campaign, which was awarded a coveted Titanium Lion.

Samsung’s Look at Me campaign, planned and executed by Cheil Worldwide, walked away with five Lions in 2015. The company was able to demonstrate its signature customer-centric strategy by creating a mobile app dedicated to helping autistic children better interact with other people.

Eight weeks of testing showed that 60 percent of the tested children with autism had improvement in making eye contact and reading facial expressions. Younghee Lee, Executive VP of Global Marketing, Mobile Communications Business at Samsung Electronics will receive the award on behalf of Samsung during the final Cannes Lions Awards Ceremony on 25 June 2016.

“At Samsung, we know our products are about experiences, making life easier for consumers around the world. 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,” said Lee (pictured).