Context
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Communicate the next innovation in TV

Over the past four years we have worked with Samsung’s team in Suwon, South Korea, to develop the global TV campaign for their flagship television. Consumer insights were identified and applied to the proposition from which the creative agency developed a commercial to be launched around the world.

This rapid co-creation process takes place over a week and includes daily team workshops and consumer research over 3-4 countries, and has included the US, UK, Germany, UAE, China, Thailand, Vietnam. Reports are written at the end of each day with iterative creative development and testing over different markets, providing a clear and actionable result in just five days.