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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.