younghee lee

Samsung CMO vies to make her brand more human than Apple
Jul 04, 2018
Robert Sawatzky

Samsung CMO vies to make her brand more human than Apple

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.

Samsung Galaxy S5 moves from ‘product’ to 'people'
Apr 24, 2014
Campaign India Team

Samsung Galaxy S5 moves from ‘product’ to 'people'

Watch the global ad campaign conceptualised by Cheil Worldwide here

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