{"id":32738,"date":"2019-07-03T18:00:20","date_gmt":"2019-07-03T22:00:20","guid":{"rendered":"https:\/\/news.samsung.com\/us\/?p=32738"},"modified":"2021-08-05T21:36:13","modified_gmt":"2021-08-06T01:36:13","slug":"samsungs-creative-currency-shines-cannes","status":"publish","type":"post","link":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/samsungs-creative-currency-shines-cannes\/","title":{"rendered":"Samsung\u2019s Creative Currency Shines at Cannes"},"content":{"rendered":"

Samsung Electronics America\u2019s<\/strong> marketing and creative communications executives arrived in the South of France in June ready to inspire and learn from their influential counterparts from brands around the world, at the 2019 Cannes Lions<\/a> International Festival of Creativity. The conference is an annual event where the marketing world\u2019s best minds share key insights and learnings, predict future trends and are awarded for their most compelling work of the year.<\/p>\n

\n
\"Shelly

From Left to Right: Shelly Zalis, CEO, The Female Quotient (moderator), Harry Kargman, CEO, Kargo, Kara Goldin, Founder and CEO of Hint and Michelle Crossan-Matos, VP of Strategy and Transformation at Samsung Electronics America.<\/p><\/div>\n

\n

In panel and roundtable discussions over the five-day event in the iconic city of Cannes, Samsung executives described the company\u2019s shift from product-centric to experience-driven marketing, passionately spoke to the importance of fostering equality and diversity within a company and shared key observations on successfully communicating with Generation Z.<\/p>\n

\u201cIf you want your brand to win with Gen Z, you\u2019ve got to stop story-telling and you\u2019ve got to start story-living,\u201d said Michelle Crossan-Matos, Vice President of Strategy and Transformation at Samsung Electronics America<\/strong>, during the iHeartMedia & Publicis Media Lunch Panel with Ryan Seacrest. Gen Z was a hot topic of discussion at the festival, as brands look to capture mindshare of the youngest generation of consumers and creatives in the workplace.<\/p>\n

\u201cThe next generation doesn\u2019t want talk. They want experiences, and they want technology that helps them live life to the fullest,\u201d said Crossan-Matos<\/strong>.<\/p>\n

\n
\"Michelle

Michelle Crossan-Matos, (far left) VP of Strategy and Transformation at Samsung Electronics America, speaks at the Brand Innovators VIP Roundtable, at the 2019 Cannes Lions International Creativity Festival. Others pictured from L to R: Gi-Gi Downs, Edelman Managing Director; Mathieu Gamache, Hershey Canada Sr. Marketing Manager; Luciana Resende Lotze, Visa Sr. VP Marketing Latin America and Caribbean.<\/p><\/div>\n

\n

That ethos is reflected across many of Samsung\u2019s recent award-winning marketing campaigns. Moving from targeting specific demographics and highlighting the products, Samsung\u2019s marketing efforts of late have showcased a more holistic understanding of the role technology plays in consumers\u2019 passions. The company\u2019s focus on building communities around those consumer passion points has played a crucial part. Think gamers, creators and entrepreneurs, and even fitness-driven consumers.<\/p>\n\n\t\t<\/div>\n\t\t<\/div>\n\t\t

\n\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Recommended News<\/p>\n\t\t\t\t<\/div>\n\t\t\t\t

\n\t\t\t\t\t\n\t\t\t\t\t\t\"Samsung\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\t

Mobile<\/p>\n\t\t\t\t\t\t\t\t

Samsung Honored with Webby Award for \u2018Samsung x Fortnite: The Galaxy Skin\u2019<\/h4>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t
\n\t\t
\n

One notable example being Samsung\u2019s best-in-class Note 9<\/a> launch last August, which included strategic partnerships: one with Fortnite<\/a>, the trend-setting video game, to offer unique skins for playing the game exclusively on the Note 9 that boosted brand cache, and a music partnership with music trio \u201cLSD\u201d to release their hit \u201cThunderclouds\u201d in conjunction with The Galaxy Note 9 smartphone ad titled \u201cThe Super Powerful Note.\u201d According to Shazam and Billboard<\/a><\/strong>, \u201cthe song landed 304,000 Shazam tags in August,\u201d as a result of the partnership, which was the largest total for any song on Billboard & Clio Music\u2019s Top TV Commercials chart that month.<\/p>\n

\n

https:\/\/youtu.be\/BTKn3VHcMc8<\/p>\n

\n

Crossan-Matos pivoted to The Female Quotient panel discussion on \u201cLeaders Who Inspire: The Impact of Having an Equality Mindset,\u201d sharing exclusive insights into the creativity that organizational diversity can foster.<\/p>\n

\u201cA leader inspires people to believe they can achieve anything,\u201d Crossan-Matos shared<\/strong>. \u201cIt\u2019s about democratizing opportunity, so that everyone on the team believes they can change the world for the better.\u201d<\/p>\n

She leads by example: half of Crossan-Matos\u2019 Samsung team is female.<\/p>\n

\n
\"Michelle

Samsung Electronics America Head of Programming, Partnerships, Influencer and Talent Michelle Engel (left) participates in the panel, TrendWatch 2020: Conversations Shaping the Zeitgeist (Creator Culture) at the 2019 Cannes Lions International Creativity Festival on Twitter Beach.<\/p><\/div>\n

\n

Michelle Engel, Head of Programming, Partnerships, Influencer and Talent for Samsung Electronics America, also made the rounds at Cannes, speaking about creative currency and building memorable partnerships that can also be monetized.<\/p>\n

\u201cSamsung encourages and empowers creators to embrace their full identity, and we want to help them defy their barriers,\u201d Engel said<\/strong>, echoing the brand\u2019s values, which are embedded in the brand\u2019s mantra, \u201cDo What You Can\u2019t.\u201d<\/p>\n

\n
\"Samsung's

Samsung Electronics America Head of Programming, Partnerships, Influencer and Talent Michelle Engel (second from right) participates in the Cannes Lions International Creativity Festival panel, \u201cPlaying (with) music \u2013 why live streaming and video games get fans to listen,\u201d at the Twitch space.<\/p><\/div>\n

\n

At a roundtable discussion on \u201cHow to Unleash the Power of Influencers,\u201d H.L. Ray, Samsung Electronics America Vice President of Marketing and Business Development, said brands are respected and appreciated for listening to their customers and communicating with them directly through social media. He talked about the importance of connecting with consumers via authentic and diverse influencer content.<\/p>\n

\n
\"From

From L to R: H.L. Ray, VP of Brand Experience, Michelle Engel, Head of Programming, Partnerships, Influencer and Talent, and Michelle Crossan-Matos, VP of Strategy and Transformation at Samsung Electronics America pictured at the Twitch space at the 2019 Cannes International Festival of Creativity.<\/p><\/div>\n

\n

\u201cWe want to take our brand message, \u2018Do What You Can\u2019t,\u2019 to a diverse group of influencer-partners and empower them to express themselves authentically \u2013 and inspire others,\u201d Ray said<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"

Samsung Electronics America\u2019s marketing and creative communications executives arrived in the South of France in June ready to inspire and learn from their influential counterparts from brands around the world, at the 2019 Cannes Lions International Festival of Creativity. The conference is an annual event where the marketing world\u2019s best minds share key insights and […]<\/p>\n","protected":false},"author":84,"featured_media":32750,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[29719],"tags":[19910,16225,19908],"blue-badge":[],"class_list":["post-32738","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-corporate","tag-h-l-ray","tag-innovation","tag-michelle-crossan-matos"],"acf":{"turn_off_retargeting":false},"fimg_mobile_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2019\/07\/05153020\/IMG_2694.jpg.jpg","fimg_url":"https:\/\/img.us.news.samsung.com\/us\/wp-content\/uploads\/2019\/07\/05153020\/IMG_2694.jpg.jpg","primary_category":{"term_id":29719,"name":"Corporate","slug":"corporate","term_group":0,"term_taxonomy_id":29719,"taxonomy":"category","description":"","parent":0,"count":1029,"filter":"raw","term_link":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/category\/corporate\/","term_path":"corporate"},"badge":false,"_links":{"self":[{"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/posts\/32738","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=32738"}],"version-history":[{"count":0,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/posts\/32738\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/media\/32750"}],"wp:attachment":[{"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/media?parent=32738"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/categories?post=32738"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/tags?post=32738"},{"taxonomy":"blue-badge","embeddable":true,"href":"https:\/\/samsung-newsroom-production.barbariangroup.com\/us\/wp-json\/wp\/v2\/blue-badge?post=32738"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}