Samsung Electronics has been named ‘Creative Marketer of the Year’ by the Cannes Lions International Festival of Creativity.

The annual award has been won by brands including Mars, Coca-Cola, McDonald’s and Ikea, with last year’s prize picked up by Heineken.

According to the Cannes Lions team, Samsung is being rewarded for adopting a more “consumer-centric” marketing strategy, and focusing on how its devices can “create meaning” for users.

Celebrated work over the past 12 months include its ‘Look at Me’ campaign for autistic children and its ‘Safety Truck’ campaign to promote road safety.

Moonsoo Kim, executive vice president of Samsung’s Global Marketing Centre, said: “We believe that our innovations open opportunities for people to reach higher and dream bigger. At Samsung, enriching people’s lives is at the centre of everything we do, and our marketing reflects this philosophy.”

Terry Savage, chairman of Lions Festivals, added, “When you look at Samsung’s wins at Cannes Lions, even just last year, what strikes you is the diversity of Lions that they are taking home through their overarching commitment to creativity.

“They’re excelling across the board, including in areas such as healthcare communications, craft and branded content, as well as picking up a Titanium Lion.”

Earlier this year, M&M Global spoke to Heineken’s global head of media and digital Gregory Kukolj about the changes made to the brewer’s marketing strategy which culminated in its recognition at the Cannes Lions Festival.