Samsung on why it chose to take risks and ‘fight complacency’ during its phone crisis

Last year was by no means easy for Samsung with exploding phones and product recalls hitting the brand and its reputation. But in such a competitive smartphone market, slowing down or taking a more risk averse approach was not an option for the brand.
Even at the height of the Galaxy Note 7 scandal, which the brand’s US CMO Marc Mathieu said “he wouldn’t wish on any marketer”, Samsung continued to invest in innovation.
Speaking to Marketing Week at the Cannes Lions Festiv