Mark Mathieu, chief marketing officer for Samsung Electronics America, speaks with Younghee Lee, global chief marketing officer for Samsung Electronics at the World Federation of Advertisers Global Market Week. (Photo courtesy of the World Federation of Advertisers)

“How can the world’s largest technology company humanize its brand?” That was the question put to Marc Mathieu, chief marketing officer for Samsung Electronics America, and Younghee Lee, global chief marketing officer for Samsung Electronics, at an event hosted by the World Federation of Advertisers in May.

“If we want to humanize technology, we have to show the human side of the technology experience,” said Mathieu. “We need to tell the personal stories of how technology powers success.” Samsung is striving to help everyone “Do What You Can’t,” developing technology to enhance the human experience. “At Samsung we strive for meaningful innovation, designing products that adapt to human interests, giving people the creative power to do extraordinary things,” Mathieu explained.