June 14, 2016

How Samsung Embraced Innovation to Become a Master of Brand Marketing

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Even Samsung's EVP, Global Marketing, Younghee Lee admits it wasn't long ago that consumers thought of the company as "boring and monotonous.” Fast-forward to June 25, and Lee will be accepting Samsung's honors as the Cannes Lions' Creative Marketer of the Year. With Adweek, Lee speaks 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 in new ways.

Fortune favors the bold.

Topics: Innovation, Vertical - Consumer Electronics, Branding, Inspiration, Advertising

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