Samsung Electronics today announced that 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 region.

This recognition highlights Samsung’s continued dedication to solving challenges for consumers with innovative and impactful technology solutions, which is 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 honored 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 recognized 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 revolutionized 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 optimized 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’s “Flipvertising” campaign – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023 – emphasized 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. “Its 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, April 24, 2025.

Pio Schunker, Senior Vice President of Mobile Communications Business at Samsung Electronics, recently sat down for an interview about what he’s learned about Samsung since joining the company last year and what his plans are for the future. In addition to the highlights of that interview, which can be seen in the video above, Schunker also talked about how branding and marketing work at Samsung, and the kind of company that Samsung is at its core.

“The only way to succeed in building a true brand that lasts is to base it on something that is inherently true of the DNA of the company and the very behavior of that company,” said Schunker. “So what I looked at first was what Samsung believes in—which was this notion of engineering, technology, ingenuity, this ability to adapt so quickly to what was happening. That is inherently who Samsung is.”

Schunker joined Samsung early last year and was given two major goals: to turn Samsung into one of the world’s most-loved brands, and to create a singular brand identity that consumers all over the world could understand. With more than 20 years’ experience working on some of the biggest brand names in the world, Schunker said he is drawing on that background, but he also recognizes the unique nature of Samsung that sets the company apart.

One difference is the decentralized way Samsung’s branding works, emphasizing the relationships between regional offices and the company’s headquarters—rather than a top-down, command and control structure, Samsung relies on collaboration with regions to realize its vision. Schunker also noted how, despite being decentralized, Samsung operates extremely quickly—“at the speed of technology,” he said. “Once we nailed down the regions, we moved to execute with the speed that I think only a Samsung can execute at.”

Schunker said he found inspiration in learning about the company’s history and its foundational principles, and learning that “this company wasn’t just a tech company,” he said. “It had actually been created with the intent of being of benefit to its fellow human beings and to mankind. This notion of collective human progress was a crucial foundational element for the company’s creation and point of origination.”

Ultimately, he said, creating Samsung’s message is really about telling the company’s story, in vivid and compelling language that people can fully appreciate. “All I’ve done is taken what is inherently true of the company and made it manifest in a way that is emotionally relevant to today’s consumers,” Schunker added.

As for what is coming next in the process of redefining the brand, Schunker said his aim is nothing less than a long-term shift in how Samsung defines itself. It might take three to five years, but his goal is a long-term rethinking of who Samsung is. “This is a journey we’re on,” he said. “This is how big, bold brands are created and how big brands endure.”

With Schunker’s first branding video, “Unpacking Samsung,” viewers can see the beginning of that rebranding. He calls the film a “celebration” of Samsung’s history and how it is defined by a relentless drive to push boundaries and never be satisfied. But more than just engineering, Samsung’s brand identity is also about how those innovations are transforming people’s lives, giving them purpose and meaning.