Cannes Special Part 3: Samsung’s Benjamin Braun on Creativity in Brand Marketing

Benjamin Braun, Chief Marketing Officer at Samsung Europe, sits down with Jackie Cooper, Edelman’s Global Chief Brand Officer, at the annual Cannes Lions International Festival of Creativity. The two discuss findings from the Edelman Trust Barometer Special Report: The Collapse of the Purchase Funnel and the impact of Gen Z on brands, as well as within the workplace.“You can have loads of lateral thinkers, people of different backgrounds who can then overlay their views, and out of there comes a creative solution,” Benjamin says.