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Even Samsung's top marketing executives like Younghee Lee admit it wasn't long ago that consumers thought of the company as "boring and monotonous," a geeked-out marketer working with a little-known ad agency affiliate in an electronics world transformed by sexy brands like Apple. Fast-forward to June 25, almost two decades after she joined the Korean electronics giant, and it will be Lee—a stylish, former L'Oréal and Lancôme exec who now runs Samsung's mobile business—not its engineers to accept Samsung's honors as the Cannes Lions' Creative Marketer of the Year.
With good reason, too.