Cannes Lions 2018: How Samsung is focusing on the sweet spot between brand, tech and people

Samsung

Samsung

In the end it’s not about the technology itself, but the outcome it delivers, said Samsung’s global CMO, YoungHee Lee, on stage at the Cannes Lions International Festival of Creativity this week.

Speaking about whether tech would be the downfall or saviour of creativity, Lee highlighted that Samsung’s bigger mission is to hit the sweet spot between brand, tech and people.

To further enforce that point, Lee presented the company’s three major trends that it believes will shape this new era of transformation:

  • Personal empowerment: As title and money begin to lose importance, consumers are seeking to know what makes them better personally. Tech in this case will enable people to achieve their personal goals.
  • People demanding for brands to take a stand: As a result of consumer introspection and the search for a sense of purpose, brands, Lee urged, need to demonstrate they share their consumers’ perspectives of the world.
  • People seeing tech as a force for good: The way consumers are experience tech is different, as a result of being better informed, better entertained, and better connected with friends and family. Technology is changing the lives of people for the better, she explained, and it is a brand’s responsibility to demonstrate that and behave responsibly.

Emphasizing technology as a vehicle for human transformation and creativity is key because tech has and always was about human change, Lee said. Her advice to marketers in the room was to live in the intersection of tech and humanity. This is particularly important because within 10 years of the first smartphone coming to market, there are now 2.6 billion people connected to the internet, 84% of which are on mobile.

With every consumer now considering themselves a content creator – in the case of professional YouTubers, a one-man media company – Samsung hopes to exist in the space that enables those behaviors, as well as pushing for the good of humankind as a whole.