The long-running “Next Big Thing” marketing campaign helped the Samsung Galaxy S line become some of the world’s best selling smartphones. Even Santa Claus got involved to support the original Samsung Galaxy Gear. It also helped the company establish itself as the world’s largest smartphone manufacturer.
With the Samsung Galaxy S6 and Galaxy S6 edge set to launch starting next month, Samsung looks to be making some changes on the marketing side with the announcement that Samsung Mobile Chief Marketing Officer Todd Pendleton is leaving the company.
According to a Samsung statement received by Business Insider,
We wish Todd well, and have thanked him for lending his creativity and inspiration to the mobile business at Samsung. We are excited for the future and look forward to bringing engaging campaigns that will further surprise and delight our customers.
The Samsung Next Big Thing campaign was well known for its mocking take on Apple fans. Stuck in long lineups, they invariably discovered that Samsung had beaten Apple to the punch when it came to the latest and greatest technologies.
Despite the campaign’s success, it appears that Samsung Korean executives came to realize that the campaign may not have been the direction that the company needed to fend off not only Apple but also the growing threat of Chinese manufacturers such as Xiaomi.
Source : Business Insider