Samsung, in four years under U.S. marketing leader Todd Pendleton, went from an also-ran to a household name.
With "The Next Big Thing Is Here" campaign in 2011, which slyly punched up at Apple; ads featuring Jay-Z and LeBron James in 2013; and, of course, the Internet-melting selfie Ellen DeGeneres took at the Oscars in 2014, Samsung—via agencies such as 72andSunny and Starcom—became a market leader and coveted brand. And Pendleton, chief marketing officer for mobile products, found himself in the middle of it all.
So, Friday's news of his departure is somewhat surprising, even though Samsung is in the midst of hiring new marketing leaders and shifting its Texas operations to New York. Pendleton, previously a global brand communications director at Nike, will leave the electronics giant next month. Here are some highlights of his tenure: