Relentless innovation and "authentic" advertising drive growth for Samsung

This event report discusses how Samsung has built a brand, and culture, capable of challenging Apple in the smartphone category.

Relentless innovation and "authentic" advertising drive growth for Samsung

Geoffrey PrecourtWarc

Todd Pendleton, the chief marketing officer of Samsung Telecommunications America, arrived at his new post in June 2011 with a hefty portfolio: he'd spent 15 years at Nike in a variety of roles, including Global Brand Communications Director.

At Samsung, he told the Association of National Advertisers' (ANA) 2014 Brand Masters Conference in Hollywood, Florida, he's balanced this experience with a vision for the future: "We've taken the best of Nike, the best of Samsung, found the middle ground, and put a social [media] influence on top of...

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