SEOUL, KOREA - Samsung Electronics was named as the world’s second most innovative company in global advertising area by the U.S. business magazine Fast Company. By the time Todd Pendleton joined Samsung as chief marketing office in 2011, Samsung smartphone was not popular in the U.S. market.
In just two and a half years, however, Samsung smartphone has emerged as a strong rival to Apple’s iPhone. Fast Company gave high scores to Samsung Electronics’ ambitious marketing efforts.
After ranking No. 15 in the Fast Company’s Top 50 Innovative Companies list in 2008, Samsung Electronics continued to fall and eventually dropped out of the ranking in 2012. In 2013, however, it re-joined the ranking at No. 17 thanks to the global fever of its smartphone Galaxy S3.
In this year’s home electronics category, however, Samsung Electronics dropped out of the ranking. Last year, it ranked No. 2 in this category thanks to its effort to promote smart TVs throughout the world and to spearhead the global Phablet trend.