With good reason, too. Last year, Samsung took home 27 Lions, contributing to an overall historical total of 74 awards (more than any marketer in the last five years) at a marketing organization being transformed by top nontech practitioners and creative powerhouses including Bartle Bogle Hegarty and Wieden + Kennedy. Those shops were recently added to roster agencies like Leo Burnett, 72andSunny and Cheil Worldwide. Lee, evp, global marketing, mobile communications business, recently spoke with Adweek about the changes underway at a company that has not only toppled Apple as the dominant mobile handset brand, but is also now challenging consumers to use their phones with new connected devices like refrigerators and software services. Here's an edited transcript:
Adweek: How has the Samsung brand evolved from a tech-driven engineering company to a consumer-centric lifestyle brand?
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