Samsung Electronics Co., Ltd. today announced it has been honored as the 2025 Advertiser of the Year by Spikes Asia, the oldest and most prestigious award for creativity and marketing effectiveness in the APAC regions.

This recognition highlights Samsung’s continued dedication to solving challenges for consumers with innovative and impactful technology solutions, which are brought to life through pioneering campaigns and forward-thinking initiatives that connect with audiences in meaningful ways. The win marks Samsung Electronics’ second time receiving Advertiser of the Year at Spikes Asia, with the first awarded in 2017.

“We are extremely honoured to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole,” said Stephanie Choi, EVP & Head of Marketing, Mobile eXperience Business, Samsung Electronics. “By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways – engaging, inspiring, and redefining what’s possible in advertising. We’re thrilled our efforts have been recognised and remain committed to delivering even more impactful experiences to our audiences.”

Consistently delivering groundbreaking creative campaigns over the years, Samsung remains one of the most awarded companies at Spikes Asia. Taking home four awards across multiple categories in 2024 at Spikes Asia, the “Try Galaxy Fold” campaign revolutionised the way consumers engage with foldable technology. By allowing users to sync two phones side by side, the campaign provided curious consumers with a hands-on experience of the Galaxy Z Fold’s expansive display and intuitive interface optimised for seamless multitasking. Taking home a Gold Spike and Silver Spike in Brand Experience & Activation, a Digital Craft Silver Spike and a Direct Bronze Spike, this innovative campaign reinforced the brand values of Galaxy and truly resonated with consumers to create stronger consideration of foldable smartphones moving forward.

Samsung Electronics Australia’s “Flipvertising” campaign, developed in partnership with creative agency CHEP Network – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023, three Golds across Creative Data, Direct and Media, and a Bronze in Direct – emphasised the brand’s ongoing commitment to excellence in creative advertising. The campaign took a unique approach to reach audiences by enabling them to take ownership of their own search experience. By flipping traditional advertising concepts on their head, Samsung empowered its Gen Z audience to discover an organic, rewarding journey with the Galaxy Z Flip4, demonstrating Samsung’s expertise in delivering captivating yet authentic campaigns.

“Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognise it as the 2025 Advertiser of the Year,” said Simon Cook, CEO, LIONS and Spikes Asia. “Their achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

The Advertiser of the Year Award will be presented to Stephanie Choi, EVP & Head of Marketing, Mobile Experience Business, Samsung Electronics at the 2025 Spikes Asia Awards ceremony which will take place at the Swissôtel The Stamford in Singapore on Thursday 24 April 2025.

This marks the second year in a row that Samsung has topped the rankings. After placing fourth in 2017, the company consistently finished within the top 4 on YouGov’s yearly lists before ranking second in 2021 and first in 2022. Only two of this year’s top 10 global brands originate from Asia, including Samsung.

* YouGov did not publish Best Global Brands rankings in 2023 and 2024

The YouGov Best Global Brand 2025 rankings draw on more than 1 million consumer surveys across 28 markets to identify the best-performing global and national brands. Respondents are asked their opinions of thousands of brands, rating them on six key attributes: Impression, Quality, Value, Customer Satisfaction, Reputation and Recommendation.

“Brands have never been more important — and in today’s dynamic marketplace, where consumer sentiment can make or break a company’s success, understanding brand perception is imperative,” said YouGov CEO Steve Hatch.

Back in October 2024, Samsung was recognised by Interbrand as a “Global Top 5” brand for the fifth consecutive year on the global brand consultancy’s annual “Best Global Brands” rankings. Samsung’s brand value surpassed the $100 billion mark for the first time on last year’s list, and Interbrand mainly attributed this to the expansion of Samsung’s portfolio of products infused with AI technologies, substantial consumer benefits derived from increased device connectivity and the company’s ongoing commitment to a more sustainable future.

Through collaboration with Rainbow Robotics, Samsung will further strengthen its foundation in the development of advanced robot technology. Rainbow Robotics was founded in 2011 by researchers from the Korea Advanced Institute of Science & Technology’s (KAIST) Humanoid Robot Research Center who developed the first two-legged walking robot “Hubo” in Korea.

By combining Samsung Electronics’ AI and software technology with Rainbow Robotics’ robotics technology, the collaboration plans to accelerate the development of intelligent advanced humanoids.

Samsung will also form a synergy council with Rainbow Robotics to strengthen leadership in the advanced robot global business, with the council expected to serve as a bridge to foster the growth of both companies by developing future robot technologies and core business strategies, and identifying and assessing market demand.

With the collaboration, Samsung plans to utilise Rainbow Robotics’ collaborative robots, dual-arm mobile manipulator, and autonomous mobile robots for manufacturing and logistics automation tasks. These robots can greatly improve their work capabilities by learning and analysing situational data and environmental variables that occur in the field through AI algorithms. Rainbow Robotics is expected to actively enter overseas markets by utilising Samsung’s global sales infrastructure.

Establishment of Future Robotics Office

Samsung also established a Future Robotics Office reporting directly to the CEO. The office will focus on developing future robots including humanoid robots, aiming to secure competitiveness in new technologies for future robots that will advance current paradigms and transform them into a key growth engine.

Dr. Jun-Ho Oh, a founding member of Rainbow Robotics and honourary professor at KAIST, will serve as an advisor to Samsung and head of the Future Robotics Office after retiring from Rainbow Robotics. Dr. Oh will provide robotics technology and business expertise to Samsung’s future robot development from his deep experience in industry-academia collaboration.

Samsung Electronics Co., Ltd. today announced the appointment of Mr. CU Kim as President and CEO of Southeast Asia & Oceania. Mr. Kim brings over two decades of leadership experience in Samsung Electronics businesses across multiple geographies, including the Middle East and Latin America. He will be responsible for defining and steering the next phase of growth for Samsung Electronics in one of the most exciting economic regions globally.

Samsung Electronics is committed to long-term growth in the Southeast Asia and Oceania (SEAO) region which is marked by rapid economic development. Underpinning this exciting growth are the digital ambitions of a young and rising generation, and a growing digital economy anchored by e-commerce. At the same time, the cities and industries in SEAO are undergoing continued digital transformation, driven by AI as a catalyst.

Mr. Kim is excited to be in the driving seat in optimising the significant growth potential of the SEAO region, and to bring the Samsung Electronics business and industry leadership to new heights. He said, “I am delighted to join Samsung in Southeast Asia and Oceania, a region brimming with energy and potential. Expanding on our innovative technology and seamless ecosystem, I believe we can further strengthen Samsung’s leadership in AI, as we bring personalised services and impactful experiences to our customers. This is especially important for young consumers, who are deeply passionate about technology and have unique expectations on how AI is shaping their lives.”

Mr. Kim joined Samsung in late 2000, starting his career in the Middle East, and spending about a decade in Latin America. He most recently held the responsibility of President for Samsung Electronics in Brazil from 2022 to 2024, with a proven record of driving innovation and growth, while also deeply enthusiastic about how customer experience can be improved by innovative technology. Prior to that, Mr. Kim also held roles in Samsung Panama (2018-2020), Samsung Mexico (2016-2018), Samsung Brazil (2013-2016) and Samsung Tehran (2005 – 2010).