Samsung Electronics Awarded 2016 Creative Marketer of the Year by Cannes LIONS

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Samsung graces the title of ‘game-changer’
in the global marketing industry


Samsung Electronics Co., Ltd. was recently recognised as the most creative marketer of 2016 by the Cannes LIONS International Festival of Creativity, the largest gathering of worldwide creative communications professionals and advertisers. The “Creative Marketer of the Year” award is awarded to companies that have made creative and meaningful strides in marketing.
Terry Savage, Chairman of 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,”
Samsung has steadily refined 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. This has been evident in Samsung’s campaigns in 2015 which include: ‘Look at Me’ for autistic children, ‘Safety Truck’ for road safety, ‘Every Day is Day One’ for athletes and ‘Centre Stage’ for an enhanced consumer retail experience. To earn these prestigious honours, Samsung collabourated with world-class creative agencies including Cheil Worldwide, Leo Burnett and 72&Sunny.
“We believe that innovation should go beyond creating cutting edge technology and that it should also create opportunities for people to reach higher and dream bigger,” said Michelle Potgieter, Director of Corporate Marketing and Communications at Samsung SA.
The 63rd International Festival of Creativity is where the world’s companies come together to challenge their creativity in advertising, publicity and marketing campaigns in many different categories. Hosted annually in Cannes, France, this year’s events will be held from the 18th to the 25th of June and will be attended by more than 15,000 delegates from over 95 countries.
“Samsung is honoured to be recognised as a game changer in the industry once again. This award is a true reflection of our aim to revolutionise the way in which modern society perceives marketing. Enriching people’s lives is at the centre of everything we do and our marketing reflects this philosophy,” concludes Potgieter.
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