Marc Mathieu issued his fellow marketers with a “call to action” at the 2018 Cannes Lions International Festival of Creativity.
As the CMO of Samsung Electronics USA, it might be expected that his rallying cry would involve a tacit endorsement of the gleaming technology products within the company’s extensive portfolio – be they smartphones, wearables, virtual-reality headsets or appliances for the connected home.
Instead, Mathieu’s seemingly counterintuitive plea was for brand custodians to think about “digital wellness.”
The widespread love of screens, gadgets and platforms, he claimed, is encouraging certain unfavorable outcomes at the individual and societal level –...