In case anyone had forgotten, the Cannes Lions Festival of Creativity is gearing up for action in June and the first gong – Creative Marketer of the Year – has gone to Samsung Electronics.
As indeed it probably should given that the Korean giant, by some estimates, has the world’s biggest marketing budget at around $7bn – so some of it should be creative.
There’s an element of Buggins’ Turn about this award although it took Coca-Cola decades to win it. Samsung, though, has deployed its riches to some effect, going toe to toe with the mighty Apple in the smartphone market while others, like Sony, Motorola and Blackberry have wilted.
Samsung has also succeeded in extracting good work from its roster of agencies which includes, from time to time, Wieden+Kennedy and 72andSunny in the US and CHI in the UK as well as house agency Cheil Worldwide.