Younghee Lee's efforts to humanise Samsung aim at positioning the brand as warm, "open" and "democratic", in contrast to Apple's stark "dictated" and "elitist" approach to technology.
Vodafone will hire its own biddable media teams in each of its local markets, including the UK, Germany, Italy, Spain and India, in a move that could reduce the role of its existing media agency, Wavemaker, by nearly a quarter.