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Samsung Electronics Co., Ltd. today announced it has been honored as the 2025 Advertiser of the Year by Spikes Asia, the oldest and most prestigious award for creativity and marketing effectiveness in the APAC regions.

This recognition highlights Samsung’s continued dedication to solving challenges for consumers with innovative and impactful technology solutions, which are brought to life through pioneering campaigns and forward-thinking initiatives that connect with audiences in meaningful ways. The win marks Samsung Electronics’ second time receiving Advertiser of the Year at Spikes Asia, with the first awarded in 2017.

“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,” said Stephanie Choi, EVP and head of marketing, mobile eXperience Business, Samsung Electronics.

“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 – engaging, inspiring, and redefining what’s possible in advertising. We’re thrilled our efforts have been recognised and remain committed to delivering even more impactful experiences to our audiences.”

Consistently delivering groundbreaking creative campaigns over the years, Samsung remains one of the most awarded companies at Spikes Asia. Taking home four awards across multiple categories in 2024 at Spikes Asia, the 'Try Galaxy Fold' campaign revolutionised the way consumers engage with foldable technology. By allowing users to sync two phones side by side, the campaign provided curious consumers with a hands-on experience of the Galaxy Z Fold's expansive display and intuitive interface optimised for seamless multitasking. Taking home a Gold Spike and Silver Spike in Brand Experience & Activation, a Digital Craft Silver Spike and a Direct Bronze Spike, this innovative campaign reinforced the brand values of Galaxy and truly resonated with consumers to create stronger consideration of foldable smartphones moving forward.

Samsung Electronics Australia’s 'Flipvertising' campaign, developed in partnership with creative agency CHEP Network – which garnered the Grand Prix in both the Creative Data and Direct categories in 2023, three Golds across Creative Data, Direct and Media, and a Bronze in Direct – emphasised the brand's ongoing commitment to excellence in creative advertising. The campaign took a unique approach to reach audiences by enabling them to take ownership of their own search experience. By flipping traditional advertising concepts on their head, Samsung empowered its Gen Z audience to discover an organic, rewarding journey with the Galaxy Z Flip4, demonstrating Samsung’s expertise in delivering captivating yet authentic campaigns.

“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 recognise it as the 2025 Advertiser of the Year,” said Simon Cook, CEO, LIONS and Spikes Asia.

“Their achievements inspire marketers globally, and this award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

The Advertiser of the Year Award will be presented to Stephanie Choi, EVP and head of marketing, Mobile Experience Business, Samsung Electronics at the 2025 Spikes Asia Awards ceremony which will take place at the Swissôtel The Stamford in Singapore on Thursday 24 April 2025.