Samsung CMO vies to make her brand more human than Apple | Advertising

Younghee Lee, the chief marketing officer of Samsung, is already three years into her campaign to humanize the electronics giant. So there she was again at Cannes last month, reinforcing the message that her brand’s products will be enablers of human change, driving creativity to unimaginable new heights.

To achieve the seemingly impossible through technology has been central tenet of Samsung’s Do What You Can’t’ brand philosophy, triumphing in such notable marketing campaigns as last…