Samsung named Cannes Creative Marketer of the Year

Rachael Micallef
By Rachael Micallef | 15 April 2016

Cannes Lions has named Samsung Electronics as its 2016 Creative Marketer of the Year.

The tech company has recently had a number of highly acclaimed campaigns, taking home a haul of 27 Lions at Cannes last year. Over the history of the festival, Samsung has picked up 74 Lions from 17 countries.

Lions Festivals chairman Terry Savage says this most recent accolade reflects the brand's commitment to creativity across segments including healthcare communications, craft and branded content.

“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,” Savage says.

“This award exists to recognise brands that distinguish themselves through the quality of their communications, something that Samsung are doing continually. They inspire the innovative marketing of their products across multiple platforms, as well as embracing and encouraging its agencies to keep creativity at the heart of their brand communications.”

Notable work from the brand includes its 'Oscar Selfie', 'Every Day is Day One' for the World Surfing League Partnerships by 72andSunny Amsterdam, and its Titanium Lion winning 'Safety Truck' Campaign by Leo Burnett Buenos Aires.

Samsung also picked up five Lions last year for its 'Look at Me' campaign by Cheil Worldwide, a mobile app which helps autistic children better interact with other people.

Samsung executive vice president of global marketing, mobile communications Younghee Lee will receive the award on behalf of the brand during the Cannes Lions Award Ceremony in June.

“At Samsung, we know our products are about experiences – making life easier for consumers around the world. And we wanted our brand to reflect that vision and honour our heritage of meaningful innovation and defying barriers,” Lee says.

“We believe our creative and bold approach to marketing captures that spirit in a unique and creative way.”

The news follows Vice Media co-founder and CEO Shane Smith being named the Cannes Lions 2016 Media Person of the Year.

Previous winners of Creative Marketer of the Year include Heineken, McDonald's and Coca-Cola.

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