Samsung

The Challenge: The agency on record – Cheil and Leo Burnett could not meet the expectations for a signature profile/catalogue after several rounds. No invitation for a pitch. So I gatecrashed.

Approach: Departed from the brand-space of ‘smart’/’galaxy’ and took the position of future-ready… Imagined the future 5-10 years from now.’Can a phone be pointed at someone to open his Facebook page’ and more. Plugging in the phones with the future.

Result: I am told – this saved ‘Jobs’… Not just approved but patronised by Marketing Head, Asia, Samsung – Rahul Saigal. From catalogues for stores; now, stores were to be designed around this catalogue. However, leadership at Samsung (Asia) changed.