Samsung Electronics named Cannes Lions Creative Marketer of the Year

The award will be presented at the Cannes Lions International Festival of Creativity in June

BestMediaInfo Bureau | Delhi | April 15, 2016

Samsung Electronics has been named the 2016 Creative Marketer of the Year at the Cannes Lions International Festival of Creativity.

Last year, Samsung took home an awards haul of 27 Lions and has in the past bagged as many as 74 Lions for work that had come from 17 countries. Younghee Lee, Executive Vice President of Global Marketing, Mobile Communications Business at Samsung Electronics, will receive the award on behalf of Samsung Electronics during the final Cannes Lions Awards Ceremony on Saturday, June 25.

The International Festival of Creativity, also known as Cannes Lions, is the world's leading celebration of creativity in communications and encompasses Lions Health, Lions Innovation and Lions Entertainment. Founded in 1954, the Festival takes place every June in Cannes, France.

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 recognize brands that distinguish themselves through the quality of their communications, something that Samsung are doing continually,” Savage went on to say, adding, “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 recognized the impact its technology has on the lives of consumers and 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. The philosophy of 'Meaningful Progress to Enrich Consumers' Lives' has been brought to life in many creative campaigns around the globe, with work commended by the Cannes Lion, like the '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, took away five Lions in 2015. The brand was able to demonstrate its customer-centric strategy, by creating a mobile app that helped autistic children interact better with other people. After eight weeks of testing, it showed that 60 per cent of the tested children with autism, were able to make better eye contact and were able to read facial expressions better.

“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,” said Younghee Lee. “We believe our creative and bold approach to marketing captures that spirit in a unique and creative way.”

More information on the festival and the awards, including information on how entries may be submitted, can be found at www.canneslions.com.

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