Samsung named Spikes Asia 2025 Advertiser of the Year

Samsung Electronics has been named the 2025 Advertiser of the Year by Spikes Asia, marking its second win after first receiving the honour in 2017. The award recognises brands that have demonstrated exceptional creativity, innovation, and marketing effectiveness, setting new benchmarks in the industry.

The award will be presented to Stephanie Choi, EVP & head of marketing, Mobile Experience Business, Samsung Electronics, at the Spikes Asia Awards Ceremony on April 24, 2025, held at Swissôtel The Stamford, Singapore.

The accolade highlights Samsung’s continued excellence in integrating technology and storytelling, a formula that has made it one of the most awarded brands at Spikes Asia in recent years.

Atifa Silk, managing director, Haymarket Media Asia, commented: “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.”

The brand’s ‘Flipvertising’ campaign, which won the Grand Prix in both the Creative Data and Direct Spikes categories in 2023, reinvented traditional advertising by putting Gen Z consumers in control of their own search experiences, turning product discovery into an interactive journey.

In 2024, Samsung’s ‘Try Galaxy Fold Experience’ campaign dominated multiple categories, earned it a Gold and Silver in Brand Experience & Activation, a Silver in Digital Craft and a Bronze in the Direct category. The campaign allowed users to sync two phones together to simulate the Galaxy Z Fold’s expansive display, redefining how consumers engage with foldable technology.

Speaking about the Award, 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, 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 recognise 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.”

Samsung will receive the Advertiser of the Year Award at the Spikes Asia Awards Ceremony on 24 April 2025 at Swissôtel The Stamford, Singapore. The event will celebrate the region’s most impactful creative work, setting the benchmark for marketing excellence in APAC.

For more details on attending the ceremony, visit Spikes Asia.