How Do You Create a Brand Promise for Samson?

In the latest episode of Marketing That Matters, sponsored by Google, Russell Parsons speaks to two key figures behind the growth of Samsung’s direct to consumer proposition: Mike Durey, head of digital, CRM and data at Samsung, and John Melton, business director at Samsung’s long-time agency partner Performics. In a wide-ranging discussion, they cover:- How Samsung replicates the benefits of bricks-and-mortar retail online- Samsung’s evolving approach to Search, which has led to paid Search accounting for one in three sales on Samsung.com- The secrets of an adaptive and successful brand-agency partnership

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