{"id":18110,"date":"2018-01-18T13:54:57","date_gmt":"2018-01-18T18:54:57","guid":{"rendered":"http:\/\/news.samsung.com\/us\/?p=18110"},"modified":"2019-06-18T19:19:15","modified_gmt":"2019-06-18T23:19:15","slug":"marketing-societys-brave-conference-comes-samsung-837","status":"publish","type":"post","link":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/marketing-societys-brave-conference-comes-samsung-837\/","title":{"rendered":"Marketing Society\u2019s Brave Conference Comes to Samsung 837"},"content":{"rendered":"

\u201cBrave\u201d<\/span> may not be the word most people would use to describe the average marketing campaign, but the top executives who came together at Samsung 837<\/a> on November 15, for the Marketing Society\u2019s inaugural New York event, know from experience that the best business decisions are made outside of what\u2019s familiar.<\/p>\n

\u201cBe comfortable with the uncomfortable,\u201d said Michelle Froah, vice president of marketing excellence, strategy and integration for Samsung Electronics America<\/strong>, at the global marketing industry group\u2019s Brave Conference.<\/p>\n

\n
\"Michelle<\/a>

Michelle Froah, vice president of marketing excellence, strategy and integration for Samsung Electronics America, speaks at the global marketing industry group\u2019s Brave Conference.<\/p><\/div>\n

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Held at Samsung\u2019s experience center in Manhattan\u2019s meatpacking district, the gathering brought together some of the top names in marketing to showcase remarkable stories of brave decisions on the job and to encourage bold leadership in the industry.<\/p>\n

Froah referred to Samsung\u2019s swift and determined marketing reaction to the Galaxy Note 7 recall<\/a> last fall as Samsung\u2019s brave marketing moment, and described the company\u2019s task of rebuilding public trust in the brand.<\/p>\n

The company took care to engage on a personal level with its most loyal customers, Froah said. After the recall, a live-streamed event at Samsung 837 aimed at communicating directly with customers to address and acknowledge their concerns brought the company real insight direct from customers.<\/p>\n

\u201cWe really aimed to be transparent with everyone,\u201d Froah said.<\/strong> \u201cOur customers were very willing to forgive.\u201d<\/p>\n

Speaking on the sidelines of the conference, Froah said she is especially proud of how Samsung came together as an organization in response to the Note 7 crisis and \u201cfocused solely\u201d on consumers.<\/p>\n

The results? Just one year later, Samsung sales are now at pre-crisis levels, Froah said. The company has also moved up a notch, to No. 6, on Interbrand\u2019s 2017 list of the 100 Best Global Brands<\/a>.<\/p>\n

More recently, she said, Samsung went head-to-head with its competitor in a brave ad campaign whose call to action was simple, elegant and bold: \u201cUpgrade to Samsung.\u201d<\/p>\n

Another powerful speaker at the Brave Conference, Madonna Badger, described her transformation from the senior art director behind Calvin Klein\u2019s notorious nude-supermodel advertising campaigns to the crusader for positive representations of women. Her #WomenNotObjects<\/em> and #IWillStandUp<\/em> campaigns ultimately changed the way the most prestigious advertising awards panel, Cannes Lions, judges the annual entries.<\/p>\n

Badger told her audience that her transformative moment was a 2011 fire in her Connecticut home that took the lives of her three young daughters and her parents. A devastating period followed for her, as well as a good deal of professional soul-searching, she said.<\/p>\n

\u201cI made a declaration never to objectify women or men again,\u201d Badger said.<\/strong> \u201cTake a leap of faith,\u201d Badger advised the audience of marketing executives. \u201cBe honest.\u201d<\/p>\n

Other presenters included Elissa Montanti, founder and director of the Global Medical Relief Fund, Tough Mudder CEO and founder Will Dean and, streamed from a parallel Brave Conference in London, Mars chief marketing officer Andrew Clarke.<\/p>\n

To learn more about the Market Society, a global network of senior marketers, please visit https:\/\/www.marketingsociety.com\/the-reception<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cBrave\u201d may not be the word most people would use to describe the average marketing campaign, but the top executives who came together at Samsung 837 on November 15, for the Marketing Society\u2019s inaugural New York event, know from experience that the best business decisions are made outside of what\u2019s familiar. \u201cBe comfortable with the […]<\/p>\n","protected":false},"author":84,"featured_media":18117,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[45],"tags":[7650,718,720],"blue-badge":[],"class_list":["post-18110","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-interbrand","tag-marketing-center-of-excellence","tag-samsung-837"],"acf":{"turn_off_retargeting":false},"fimg_mobile_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2018\/01\/14134914\/23632801_1748312431846707_1374324531765192223_o1-e1516301596528.jpg","fimg_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2018\/01\/14134914\/23632801_1748312431846707_1374324531765192223_o1-e1516301596528.jpg","primary_category":{"term_id":45,"name":"Uncategorized","slug":"uncategorized","term_group":0,"term_taxonomy_id":45,"taxonomy":"category","description":"","parent":0,"count":79,"filter":"raw","term_link":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/category\/uncategorized\/","term_path":"uncategorized"},"badge":false,"_links":{"self":[{"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/posts\/18110","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/users\/84"}],"replies":[{"embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/comments?post=18110"}],"version-history":[{"count":0,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/posts\/18110\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/media\/18117"}],"wp:attachment":[{"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/media?parent=18110"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/categories?post=18110"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/tags?post=18110"},{"taxonomy":"blue-badge","embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/blue-badge?post=18110"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}