Spikes Asia has revealed Samsung Electronics as its 'Advertiser of the Year' for the 2025 edition. This is the second time Samsung has bagged the accolade, after first winning it in 2017.

The award will be presented to Stephanie Choi, EVP and head - marketing, mobile experience business, Samsung Electronics, at the Spikes Asia Awards Ceremony taking place in Singapore on 24 April 2025. Samsung earned four awards across multiple Spikes in 2024 at Spikes Asia for the ‘Try Galaxy Fold Experience’ campaign.

Choi said, “We are extremely honoured to receive this prestigious award. As a company with deeply rooted beliefs in openness, we strive to reflect this ethos in everything we do. This recognition is especially meaningful as we continue to expand our openness storytelling through innovative technologies and marketing experiences that make a positive impact on both people and the industry as a whole. By blending technology and storytelling to create deeper connections with consumers, we have worked alongside our amazing agency partners to bring our brand values to life in exciting ways redefining what’s possible in advertising.”

Simon Cook, CEO, Lions and Spikes Asia, added, “Samsung’s groundbreaking work in blending technology with creativity continues to push the boundaries of what’s possible in marketing. Its ability to connect with audiences in such a meaningful way reflects the future of the industry, and we are proud to recognise it as the 2025 Advertiser of the Year. Its achievements inspire marketers globally, and this Award acknowledges the incredible impact its campaigns have made across APAC and beyond.”

Atifa Silk, managing director, Haymarket Media Asia, said, “Samsung’s impressive body of work is a testament to the brand’s relentless pursuit of creativity and innovation. Their campaigns transcend the conventional, offering fresh, forward-thinking approaches that resonate with audiences on a global scale. It is this blend of technology, creativity, and consumer connection that makes Samsung a true leader in the industry.”