Spikes Asia names Samsung as advertiser of the year

Spikes Asia has announced Samsung as the 2017 advertiser of the year. The award honours brands that set themselves apart through the quality of their campaigns and recognises innovative marketing and inspiring creative communications. 

Terry Savage, chairman of Cannes Lions and vice chairman of Spikes Asia, said Samsung pushed the creative standards through its collaborations with agencies across the region. 

"Their campaigns encompass the full spectrum of cutting-edge technological expertise and creative bravery and we look forward to seeing what the future brings”, said Savage in a statement. 

Samsung had several notable wins at Spikes last year including the Celebrity Tantrum campaign that used device detecting technology to demonstrate the features of the new screen of Galaxy S7 as well as the Touchable Ink campaign in Thailand to make products and packaging more accessible for the visually impaired which picked up three Grands Prix, one Gold, one Silver and two Bronze Spikes.

Among the Samsung campaigns launched this year that made headwinds were The Ostrich’and This is a Phone’campaigns to launch Galaxy S8 and S8+.

Younghee Lee, chief marketing officer of Samsung Electronics and head of global marketing for Samsung’s Mobile Business will accept the award at the Spikes Asia awards ceremony on Friday 29 September.

"Our brand work is the first articulation of the evolution to create a new connection with our consumers through a shared value-based approach," said Lee. "Samsung is a brand focused on creating real human value with its technology and we want to build upon our tech prowess to become a human-focused lifestyle brand.”

Taking place at Suntec Singapore, Spikes Asia runs from 27 through 29 September. Delegate registration is open and anyone wishing to attend the Festival and Awards can register via the website.