Samsung's CMO on Working With Creators and Why Casey Neistat Is the Brand’s ‘Creator in Chief’

Marc Mathieu also unveils a fun new ad at Dmexco

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COLOGNE, GERMANY—Samsung’s chief marketing officer said everyone with a mobile phone in their pocket can be a creator, as the company unveiled a new ad at Dmexco today.

Marc Mathieu also spoke  about the brand’s ongoing relationship with YouTube creator Casey Neistat, who has made some wild, viral videos using Samsung products over the past couple of years.

“Casey was clearly one of the first [creators] we embraced, and we have had a two-and-a-half-year journey with Casey, who has been like the creator in chief in a certain way with us,” Mathieu told Adweek.



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