Mumbai: Spikes Asia, Asia-Pacific’s award for creativity and marketing effectiveness, has named Samsung Electronics as its 2025 Advertiser of the Year. The prestigious award recognizes a brand that has set itself apart through groundbreaking marketing strategies and creative work produced with its agencies. This marks Samsung’s second win in this category, the first being in 2017.
The coveted Advertiser of the Year Award will be presented to Stephanie Choi, EVP & Head of Marketing, Mobile Experience Business at Samsung Electronics, during the Spikes Asia Awards Ceremony on Thursday, April 24, 2025, at the Swissôtel The Stamford.
Atifa Silk, Managing Director of Haymarket Media Asia, remarked: “Samsung’s impressive body of work is a testament to the brand’s relentless pursuit of creativity and innovation. Their campaigns transcend the conventional, offering fresh, forward-thinking approaches that resonate with audiences on a global scale. It is this blend of technology, creativity, and consumer connection that makes Samsung a true leader in the industry.”
Over the years, Samsung has consistently redefined the intersection of technology and creativity, merging cutting-edge innovation with captivating storytelling. Its campaigns continue to inspire and engage audiences globally, offering immersive experiences and deeper connections. Samsung’s dedication to creativity has made it one of the most awarded brands at Spikes Asia.
In 2023, Samsung’s ‘Flipvertising’ campaign won the Grand Prix in both the Creative Data and Direct Spikes categories. The campaign turned traditional advertising on its head by empowering Gen Z users to control their search experience with the Galaxy Z Flip4, creating an organic and rewarding discovery process. This innovative approach set a new benchmark in creative advertising.
Samsung also made waves at the 2024 Spikes Asia by winning four awards for its ‘Try Galaxy Fold Experience’ campaign, which revolutionized consumer engagement with foldable technology. The campaign allowed users to sync two phones side by side, showcasing the Galaxy Z Fold’s expansive display and seamless multitasking abilities. It won a Gold Spike and Silver Spike in Brand Experience & Activation, along with a Digital Craft Silver Spike and a Direct Bronze Spike.
Speaking on the recognition, Stephanie Choi, EVP & Head of Marketing, Mobile Experience Business, Samsung Electronics, said, “We are extremely honoured to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole. By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways, redefining what’s possible in advertising.”
Simon Cook, CEO of LIONS and Spikes Asia, added, “Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognize it as the 2025 Advertiser of the Year. Its achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”
The 2025 Spikes Asia Advertiser of the Year Award will be formally presented during the Spikes Asia Awards Ceremony at the Swissôtel The Stamford on Thursday, April 24, 2025.
