Samsung re-focuses its marketing dept
Electronics brand Samsung has restructured its marketing department.
The announcement:
SYDNEY, Australia – September 3, 2010 – Building upon the 2010 momentum to create a highly engaging and most preferred brand amongst consumers and retailers, Samsung Electronics Australia has today announced a dynamic new marketing structure to help propel the company towards a truly iconic, consumer lifestyle brand positioning.
Led by Lambro Skropidis, the current Head of Marketing for the Corporate Marketing Division, the newly formed Marcomms and Corporate Marketing team will include marcomms focused marketing staff from each of Samsung’s product divisions across AV, Mobile, Home Appliances, IT and Digital Imaging, who join the current corporate marketing team.
Structured with some blue-chip heavy-weights from across the marketing industry to manage key functions, the newly centralised marketing team will work collaboratively on the collective goal of growing Samsung’s brand and increasing consumer preference, whilst at the same time delivering expertise for each of their product divisions.
“Our ambition to build the most iconic, leading and consumer loved brand is quite aggressive. We want our brand to be transformed into this position over the next few years. To do that, we believe we will need to approach our marketing activities in a different way. Our aspiration from a marketing perspective is not only to be the best in the industry, but to be the best in class overall,” said Lambro Skropidis, Head of Marketing for Marcomms and Corporate Marketing, Samsung Electronics Australia.
“The formation of our new Marcomms and Corporate Marketing team will help drive our marketing communications to the next level and help stimulate consumer demand and trade support to deliver an ongoing leadership and growth position in the years to come.”
Samsung has increasingly become known for its world firsts in cutting edge innovation and excellence across multiple categories in consumer electronics. In 2010 Samsung was the first manufacturer to launch 3DTV in Australia; was the first to launch and create the new category of compact DSLR cameras with the debut of the Samsung NX10; and launched the smartphone that globally holds the Guinness Book of World Records for the fastest texting with the new Samsung Galaxy ‘s’ smartphone.
The structural change to the marketing team symbolically comes on the eve of the launch of the inaugural Samsung masterbrand TV campaign featuring Simon Baker as brand ambassador in Australia, which also brings all of Samsung’s product categories under one banner. Bringing the strengths of all of the Samsung marketing teams together under one lead marks a sign of things to come for this world-leading consumer electronics giant.
Source: Samsung press release
“marcomms focused marketing staff”
What does this mean? More communications and PR skilled staff?
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FTFY: Samsung has a new reporting line in marcoms.
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What does that entire first paragraph even mean? “We’ve restructured marketing.” That’s it. Three words, not of 42. Seriously, hands off it, people! You’ll go blind. Where are the concrete nouns? Where are the facts?
This entire multi-paragraph piece of bullshit could have been replaced by a one-par release. “We’re restructured marketing,” followed by a list of who’s doing what and their email addresses. Something that’d actually be useful for the recipients.
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ummm Samsung, perhaps hold off on the media releases until your mar(comms) person is *onboard* in your new team to write for the marketing “bluechip heavyweights” .
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Actually the more I look at this media release the angrier I get:
<blockquote"…the newly centralised marketing team will work collaboratively on the collective goal of growing Samsung’s brand and increasing consumer preference…</blockquote?
Gosh. Apparently marketing will work "collaboratively" on a "collectove" goal (as opposed to what? without collaboration?) to… well… plug the brand and sell more products. That's what all marketing teams do. Fools.
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Oh and:
“The structural change to the marketing team symbolically comes on the eve of the launch of the inaugural Samsung masterbrand TV campaign featuring Simon Baker as brand ambassador in Australia”
So…..you’re restructuring the entire team JUST as you’re relaunching a new campaign? There’s confidence in the previous structure for you…
Simon
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The only thing I took out of that was never to take a job at Samsung…
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Hey Mr Skropidis,
I’m still waiting for my free DVD player from your first 3DTV redemption promotion, which seems a bit tardy now that you’ve just started a whole new promotion of 15,000 units.
Could you please drive some of that heavy weight momentum indeed propel some of that focused collaboration towards delivery of my iconic cutting edge masterbrand preference such that I may enjoy a Guinness Book of World Records worthy consumer experience and stimulate, if not transform, my symbolic consumer love to a giant blue chip love affair.
All the best to your new team.
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sack the PRs who wrote this drivel and the entire marketing team who mis-marketed themselves by permitting its release and publication
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