Spikes Asia 2017: Samsung named Advertiser of the Year

Spikes Asia has announced that this year’s Advertiser of the Year will be awarded to Samsung Electronics following a hugely successful 2016 Festival where the company were recognised with 21 Spikes awards.

The Award honours brands that set themselves apart through the quality of their campaigns and recognises innovative marketing and inspiring creative communications. Terry Savage, Chairman Cannes Lions and Vice-Chairman, Spikes Asia said, “Samsung Electronics is one of the world’s leading brands. By experimenting with what is possible through technology they try to make our lives and the world around us better.”

“Working with agencies across the region Samsung provides freedom to push the creative standard and we’re delighted to be able to recognise their commitment to excellence. Their campaigns encompass the full spectrum of cutting-edge technological expertise and creative bravery and we look forward to seeing what the future brings”, he continued.

Winning Samsung campaigns at last year’s Festival ranged from product demonstrations using device detecting technology in 'Celebrity Tantrum' to demonstrate the features of the new screen to fearless marketing in launching the Galaxy S7 in the region using CRM and social media to convert attitudes in 'Right the Wrong'. While the ambition to improve people’s lives through 'Touchable Ink', a tactile ink that could be used by printers to make products and packaging more accessible for the visually impaired was lauded and awarded 3 Grands Prix, 1 Gold, 1 Silver and 2 Bronze Spikes.

In 2017 Samsung has shown remarkable growth, overcoming brand challenges amid a difficult market environment. To launch the Galaxy S8 and S8+, ‘The New Normal’ and ‘Breaking Out’ were released following a successful introduction of both ‘The Ostrich’ and ‘This is a Phone’ campaigns. In addition to these short films, Samsung is also rolling out a series of digital, social and out-of-home activations across the globe, such as ‘Whale’ and ‘Astronaut.’

Younghee Lee, Chief Marketing Officer of Samsung Electronics and Head of Global Marketing for Samsung’s Mobile Business, will accept the Award onstage at the Spikes Asia Awards Ceremony on Friday 29 September.

Speaking on the announcement she said, “I am deeply honoured and humbled to accept the Spikes Asia Advertiser of the Year Award. Our brand work is the first articulation of the evolution to create a new connection with our consumers through a shared value-based approach, rooted firmly in our company’s philosophy ‘that meaningful progress can only happen when you dare to defy barriers. Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.”

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